Study of the persuasive effects of English versus Spanish language printed communications on Hispanic-Americans

This study's purpose is to investigate the effect of language (Spanish/English) in print advertisements on US Hispanics' product attitude. Five research hypotheses were developed drawing from the "social value" component of the Theory of Consumption Values of Sheth, J. N., B. I. Newman, and B. L. Gross. (1991. Consumption Values and Market Choices: Theory and Applications, Cincinnati, Ohio: South-Western Publishing Co.). An experiment was conducted with the language manipulation through a national mail survey. None of the following hypotheses were supported. (1) Hispanics will have a more positive attitude toward products advertised with the English language than to those advertised with the Spanish language. (2) Hispanics will have a more positive attitude toward socially visible products advertised with the English language than to those advertised with the Spanish language. (3) Hispanics will have a more positive attitude toward luxury products advertised with the English language than to those advertised with the Spanish language. (4) Lower socio-economic status Hispanics will have a more positive attitude toward products advertised with the English language than with the Spanish language. (5) Less acculturated Hispanics will have a more positive attitude toward products advertised with the English language than with the Spanish language. Overall, the results show that under a variety of conditions neither language clearly outperforms the other when dealing with printed advertisements directed to US Hispanics. Lower status and less acculturated Hispanics showed slightly more favorable attitude (than higher status and acculturated Hispanics) toward advertisements of any product regardless of the language used in the advertisement. Hispanics of any social class or acculturation level showed slightly more favorable attitudes toward products advertised in Spanish language regardless of whether the product is luxury, non-luxury, visible, or not visible. The main practical implication of the findings is that it might not be cost-effective or necessary to create a Spanish language printed promotional campaign in addition to an original English one to reach most US Hispanics. However, in the relatively less frequent situation where a substantial desirable segment of Hispanics is not exposed to the English media, it might be advantageous to use Spanish media with advertisements created in Spanish language.