Abstract
This paper explores the effect of bilingual (English-Spanish) product packaging on the perceptions of U.S. consumers toward the package and the product inside. Two experimental studies show that 1) products in bilingual packages are seen as targeting Hispanics living in the U.S., 2) package characteristics and the product itself are rated lower when the product is in a bilingual package versus an English-only package, especially among highly ethnocentric subjects, and 3) of the three bilingual formats tested (English on two sides with Spanish on the other two; an English paragraph followed by a Spanish paragraph on the same side; and alternating lines of English and Spanish on the same side), the alternating paragraph format is rated most favorably.
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