Effect of using English language in printed advertisements on consumer's attitudes and intention to buy

Abstract

Using printed advertisemtnt to promote products is popular marketing techniche. However, This study aims to examine the effects on consumers' attitudes and intention to buy, by changing the ad's language from Arabic to English among university students in Palestine. This study of a particular significance; since it is a start point to increase the awareness of effects using English language texts in advertisements on consumers' attitudes and intention to buy. The researchers employed causal-effect expirament approach to uncover the changes of consumers' attitude toward the product, the ad itself and intention to buy. The researchers affect their consumers" attitudes toward the product and the ad and intention to buy. Further research is required to obtain a better understanding of English language use within ads effects on consumers attitudes and intention to purchase in Palestine.