“De terughaalactie geld alleen voor de hierboven afgebelede pizza’s geldig.” | Amsterdam University Press Journals Online
Volume 43, Issue 3
  • ISSN: 1384-6930
  • E-ISSN: 1875-7286


Consumers’ responses to product recalls with language errors

Consumers’ responses to product recalls with language errors

Product recall notices not only warn consumers for faulty products, they also limit the damage which may be caused to the company. But what happens when the product recall notice itself contains errors? This study investigated the effects of three different types of language errors: typographical errors, verb errors and sentence errors. Four versions of a product recall were created. The control condition contained no errors. The other three versions contained either five typos, five grammatical conjugation errors or five poorly formed sentences. Participants (N = 710) were randomly assigned to one of the four conditions. Results indicate that participants who detected the errors, had lower attitudes towards the advertisement and the company than participants in the control condition and participants who failed to detect the errors. Poorly formed sentences also had a negative impact on consumers’ brand evaluations and their future product purchase intentions. Hence, language errors in product recall notices can have negative consequences for companies.


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