The Psychology of Language: Why Customers Buy in Their Native Tongue

Imagine cutting off 40% of potential customers.

Two in five buyers (40%) will never buy from websites in other languages, CSA Research outlines.

There are several reasons why customers buy in their native tongue. Familiarity, trust and appeal are a few.

But, there is a method behind the madness as to why brands target customers in their language.

So, in this blog, we’ll explore the ‘why’ in more detail and look at a real-life example.

Analysis: Why do customers buy in native tongue?

Now, we know that more than three in four shoppers (76%) would rather buy products with information in their native language.

But why? What does it come down to? And how does the brain work to feel that way?

Appeal

Customers naturally feel more targeted by their native language as opposed to other languages.

It’s human nature.

There are various studies and findings that bring together the idea that the limbic system (structures in your brain that govern emotions and more) is more responsive to a person's first language than a second language and parts of the brain are more active in their first language.

So, it’s understandable that the consumer would then be more likely to buy in their first language.

Familiarity

People like things that are familiar. Smells, places, people, things that they’d consider homely. And given how much we’re exposed to our native language, that too is familiar. It’s part of your comfort zone.

In psychology, it’s known as the mere exposure effect. This is where simply being exposed to something more increases liking.

Factors such as localised payment methods, images relevant to the market and symbols like dollars ($) if it’s a US brand, all make for a better and more relatable customer experience where they feel at ease.

This familiarity can even lead to consumers paying more. A Unibabel survey in 2021 found that nearly two in three people (64%) said that they would pay a higher price for a product or service if the customer experience was offered in their native tongue.

Trust

It isn’t just as simple as placing more trust in your native language. Psychology is at play here too.

In the context of being appealed to emotionally, (which may be through localised marketing or branding), consumers tend to find their native language more trustworthy.

Research leans towards this idea that people see advertisements in a native language as more credible and emotionally powerful as opposed to a second language. Therefore, building more trust.

Real-life example of speaking to customers in their language: The Hangover

Following the release of The Hangover film, it was tailored to the Quebec market with the name ‘Lendemain de veille’, translating to ‘the day after the night before’.

This is easier for this audience to understand, and it appeals to them more.

It is interesting to note that in France, the film is called ‘Very Bad Trip’ rather than being in French. The word for hangover translates to ‘wooden mouth’, referring to a dry mouth after drinking.

So, the team thought it was more appropriate to go with ‘Very Bad Trip’, which French people can relate to as the phrase ‘un bad trip’ is commonly used to describe a bad experience with alcohol.

It may not be in the French language, but it is still a case of speaking a language they understand.

What are the results of speaking to customers in their native tongue?

• Increased ROI on localisation
• Increased likelihood of purchase
• Increased trust
• Raised brand loyalty
• Raised brand perception

Conclusion

As a translation company with plenty of experience over the last 18 years, we think it’s important to add that these findings don’t mean you should localise your product into every single language.

It will be costly and may not be backed up by data. Instead, based on market research, target a few specific markets where there is a realistic chance for growth and to heavily appeal to consumers there.

Take a look at our localisation services today and get a free quote.