Using or assembling a (new) product correctly, often requires an instruction, but the written instruction manuals that companies normally provide are hardly used. That is why an increasing number of companies are starting using instructional videos that appear on platforms such as YouTube. These videos come in different forms and shapes, with and without language and in the consumer's native language but also only in English (sometimes accompanied by subtitles in the mother tongue). The question is which of these formats is most effective and what role does language play, especially, if it is not in the consumer's native language. Is there enough attention for the video if consumers have to read subtitles or does the processing load become too high to successfully process the video? This is investigated in this project.
The effect of (foreign) language in instructional videos
- 1 October 2017
- Project member(s)
- Dr Nederstigt, U. (Ulrike) , Dr Hilberink-Schulpen, B.J.H. (Béryl)
- Project type