Culture as a research bias factor in bilingual markets.

Abstract

The emergence of global markets has been marked by a parallel emergence of bilingualism. This poses a growing dilemma concerning the language in which marketing communications should be framed, as it seems likely that the use of a language could form a trigger that places a message recipient in a certain frame of mind. This is the issue addressed in this paper. Data collected from two matched groups of survey respondents in Singapore, distinguished by age, gender and social class, show that language frame does play a significant part in generating different responses to market research questions.