English as a Lingua Franca: Using English to Promote Prosocial Intentions Among Bilingual Consumers

Details

**This is a hybrid event. If attending in-person, please register and join us in Foust 206. (Please note the Foust Building does not have an elevator.) If attending virtually, please register and the session link will be emailed to you soon. 

This week’s topic:     English as a Lingua Franca: Using English to Promote Prosocial Intentions among Bilingual                                                Consumers

Presenter:                  Dr. Jessie Rui Du, Assistant Professor of Marketing, Department of Marketing, Entrepreneurship,                                        and Hospitality and Tourism 

Target Audience:      Campus and Community    

Bring your lunch and join us in-person or virtually! Nonprofits often create donation appeals in multiple languages to engage diverse audiences worldwide. While native languages are typically seen as more persuasive, we propose that using English can, in some cases, increase prosocial behavior—a phenomenon we term the English as a Lingua Franca (ELF) Effect. Across six studies, we demonstrate that donation requests in English (vs. the native language) make bilingual consumers feel more connected to and sympathetic toward beneficiaries, which in turn increases donation. The ELF effect is particularly salient when the beneficiary is an outgroup member. This research offers practical guidance for marketers and nonprofits on how to use language strategically in multilingual donation appeals to increase support from diverse audiences.