European Marketing Academy Conference (EMAC) edition:41 location:Lisbon, Portugal date:22-25 May 2012
Communication between customers and companies is a key concept within marketing, but previous research largely assumes that customers and the company speak the same language. This paper test a framework of situation-related and person-related antecedents of consumer’s willingness to communicate in a second language across two countries (Belgium and Finland). Overall, consumers are less willing to use their second language if levels of perceived control decrease. Consumers’ willingness to communicate in a second language depends on perceived second language proficiency in Finland, whereas this mainly depends on political considerations in Belgium. These findings underscore the important role of language in marketing, but also underscore the importance of considering language in an international context.