rely more on visual imagery when they operate in their second language relative to when they operate in their first language. This proposition would be consistent with our findings regarding bilinguals' reactions to marketing communications and is an issue to be examined in future research.
We should also note that the research described in this chapter uses text and pictures that are moderately difficult to process. Results should therefore be interpreted with caution. For example, if really difficult web sites are developed, in which visitors must fully employ their navigational skills, first-language sites may never become too easy to navigate, and second-language sites may never become easy enough for visitors to navigate.
This chapter underscores the facilitating role of visual cues in messages targeting bilingual individuals. Considering that a large population of the world speaks more than one language, it is surprising that bilingual populations have received very little attention from consumer researchers. Further research must be conducted in order to understand whether existing models of information processing and consumer behavior need to be adapted to this important segment of the global population.