It appears that English should be used when advertising luxury goods, but hybrid of English and the local language should be used for household necessities communications.Aradhna Krishna, an author of the study and a marketing professor at the University of Michigan, said the reactions were probably a result of students associating different languages with different aspects of their lives.
“English is the language which is global and cosmopolitan and upper class,” she said. “You associate your first language with family, with warmth, with belongingness.”
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