How Culture of Targeting Impacts the Evaluation of Products with Multilingual Packaging

ABSTRACT This study investigates the influence of bi‐ and multilingual product packaging on product evaluation. Study 1 compared product evaluations of the same product in an English‐only (English), English‐Spanish (bilingual), and English‐Spanish‐French (trilingual) packaging. The bilingual product received the lowest evaluation. Adding French mitigated this effect as did attributing a relatively high price (vs. a low price) to the product. Study 2 investigated the drivers of the culture of targeting effect and found that whether one believes that Hispanics buy lower quality products was one of the drivers.