Anglicism – ‘Taking the dictionary into the store’

Anglicism in the marketing world This study looks at the German consumer’s understanding and attitudes towards English product descriptions. The study revealed a surprisingly low level of understanding, regarding English product language amongst German consumers and allowed the consumers to be grouped into four types of reaction. The research pointed towards product segments where English product descriptions were legitimate.
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English, product language, mental attitudes, decoding, manufacturer, brand, translation ; in-depth interview, focus groups, shopper research