“Mistakes” in advertising: an empirical research on the effects on consumer behavior.

Advertising plays a critical role in shaping consumer behavior and influencing purchasing decisions. However, the effectiveness of advertisements can be compromised by various mistakes such as misleading claims, offensive content, poor targeting, inappropriate timing and even mistranslations. This empirical research study aims to investigate the impact of translation mistakes in advertising on consumer behaviour. The study employs a quantitative approach that involves surveying a diverse sample of consumers to gauge their exposure to this kind of advertising mistakes and measure their subsequent responses and attitudes. The research findings shed light on the significant influence of translation mistakes on consumer behaviour, leading to negative outcomes, including reduced brand credibility, decreased purchase intentions, and potential damage to brand reputation. Moreover, the research explores the moderating factors that influence the impact of translation mistakes on consumer behavior. Variables such as consumer language proficiency, cultural background, and familiarity with the brand are examined to determine their role in mitigating or exacerbating the consequences of translation mistakes. The implications of this study provide valuable insights for advertisers, marketers, and translation professionals. By understanding the repercussions of translation mistakes, practitioners can develop effective strategies to minimize errors and optimize cross-cultural communication in advertising. This research contributes to the existing body of knowledge on advertising effectiveness and offers practical recommendations enhance translation quality and ensure successful international advertising campaigns.