Foreign language as a novel stimulus in influencing consumer attitudes.
The effective use of novelty to elicit changes in consumer attitudes has not been studied widely by academics. In this paper, we seek to investigate this relationship with the use of foreign language on product packaging as the novel stimulus. A non-established brand and an unfamiliar foreign langua...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2010
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/33903 |
| _version_ | 1826120698007912448 |
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| author | Loo, Suk Kwan. Lau, Ying Li. Ng, Maureen Mei Mee. |
| author2 | Ng Sok Ling, Sharon |
| author_facet | Ng Sok Ling, Sharon Loo, Suk Kwan. Lau, Ying Li. Ng, Maureen Mei Mee. |
| author_sort | Loo, Suk Kwan. |
| collection | NTU |
| description | The effective use of novelty to elicit changes in consumer attitudes has not been studied widely by academics. In this paper, we seek to investigate this relationship with the use of foreign language on product packaging as the novel stimulus. A non-established brand and an unfamiliar foreign language (Greek) were chosen as the basis of research with respondents comprising of Singapore undergraduates. The affect and purchase intention components of attitude were measured and results revealed that foreign language did not lead to a change in consumer attitude. A focus group was conducted to discover factors that would lead to consumers attitude change towards products with product packaging in a foreign language. This paper provides insight to manufacturers on the benefits of importing their non-translated products directly into Singapore market. |
| first_indexed | 2024-10-01T05:20:41Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/33903 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T05:20:41Z |
| publishDate | 2010 |
| record_format | dspace |
| spelling | ntu-10356/339032023-05-19T03:30:04Z Foreign language as a novel stimulus in influencing consumer attitudes. Loo, Suk Kwan. Lau, Ying Li. Ng, Maureen Mei Mee. Ng Sok Ling, Sharon Nanyang Business School DRNTU::Business The effective use of novelty to elicit changes in consumer attitudes has not been studied widely by academics. In this paper, we seek to investigate this relationship with the use of foreign language on product packaging as the novel stimulus. A non-established brand and an unfamiliar foreign language (Greek) were chosen as the basis of research with respondents comprising of Singapore undergraduates. The affect and purchase intention components of attitude were measured and results revealed that foreign language did not lead to a change in consumer attitude. A focus group was conducted to discover factors that would lead to consumers attitude change towards products with product packaging in a foreign language. This paper provides insight to manufacturers on the benefits of importing their non-translated products directly into Singapore market. BUSINESS 2010-04-08T06:39:42Z 2010-04-08T06:39:42Z 2010 2010 Final Year Project (FYP) http://hdl.handle.net/10356/33903 en Nanyang Technological University 56 p. application/pdf |
| spellingShingle | DRNTU::Business Loo, Suk Kwan. Lau, Ying Li. Ng, Maureen Mei Mee. Foreign language as a novel stimulus in influencing consumer attitudes. |
| title | Foreign language as a novel stimulus in influencing consumer attitudes. |
| title_full | Foreign language as a novel stimulus in influencing consumer attitudes. |
| title_fullStr | Foreign language as a novel stimulus in influencing consumer attitudes. |
| title_full_unstemmed | Foreign language as a novel stimulus in influencing consumer attitudes. |
| title_short | Foreign language as a novel stimulus in influencing consumer attitudes. |
| title_sort | foreign language as a novel stimulus in influencing consumer attitudes |
| topic | DRNTU::Business |
| url | http://hdl.handle.net/10356/33903 |
| work_keys_str_mv | AT loosukkwan foreignlanguageasanovelstimulusininfluencingconsumerattitudes AT lauyingli foreignlanguageasanovelstimulusininfluencingconsumerattitudes AT ngmaureenmeimee foreignlanguageasanovelstimulusininfluencingconsumerattitudes |