A Cross-National Comparison of Selected Effects of Language and Country of Origin on Consumers’ Attitudes and Intentions

The present investigation intends to directly compare and contrast the differential responses of French consumers to United States consumers in terms of their attitudes toward advertisements, the brands advertised, and their intention to respond. More specifically, participants from the two countries will participate in a 2x2 between subjects experiment and respond to one of four versions of advertisements for two hypothetical products. The only differences across the respective test messages are the language in which the headline and body copy are written [French-English] and the products' country of origin [United States-France]. Analyses will indicate possible interaction effects between language and country of origin as well as possible main effects for either language or country of origin as well as show comparison? between subjects from the two countries.