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

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.