The Psychological Effects of Foreign-Language Restaurant Signs on Potential Diners

Document Type

Article

Publication Date

8-4-2010

Abstract

Some ethnic restaurants display exterior signage written only in their native tongues. Therefore, this research examines the psychological effects of foreign-language signs on potential diners. More specifically, psychological influences of restaurant signs’ language are explored in the following three laboratory experiments: Study 1, a Mexican restaurant sign manipulation (Spanish vs. English script) on a non-Hispanic sample; Study 2, a Korean restaurant sign manipulation (Korean vs. English script) on a non-Asian sample; and Study 3, a Korean restaurant sign manipulation (Korean vs. English script) on a Korean-American sample. In each of these three experiments, the authors found that a restaurant sign’s language has statistically significant effects on potential diner’s perceptions of the restaurant’s brand personality. On the other hand, a sign’s language does not appear to influence perceptions of anticipated food authenticity or perceptions of the restaurant’s target marketing efforts. Based on these research findings, the article concludes with a presentation of managerial and research implications.

DOI

https://doi.org/10.1177/1096348010370753

Original Citation

Magnini, V. P., Miller, T., Kim, B. (. (2011). The Psychological Effects of Foreign-Language Restaurant Signs on Potential Diners. Journal of Hospitality & Tourism Research, 35(1), 24-44. http://dx.doi.org/10.1177/1096348010370753

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