Language translations in advertising and marketing research: need for recognizing measurement differences

Abstract

This paper reports the findings of an empirical study, designed to test the following four hypotheses: H1 : When consumers rate the same advertisement on two language versions of the same work (adjective), the mean ratings of the advertisement in the two languages are not statistically different. H2 : When consumers rate the same advertisement on two language versions of the same word (adjective), the correlations of the ratings between the two language versions would be positive, high and statistically significant. H3 : When consumers rate the same advertisement on two language versions of the same word (adjective), the distribution of the ratings in the two language versions would not be statistically different. H4 :When consumers rate a number of advertisements on a single (adjective) the language of the word should not make a difference in the discriminatory power of the wor