IRS 2017 BilizeKick

The BillizeKick project aims to study the impact of the language of decision-making on individuals’ behaviors and decisions in uncertain contexts by testing the hypothesis that the use of a particular language affects “bilingual” individuals. We therefore intend to investigate the“bilingual kick” effect. We are building upon and expanding existing research areas related to the impact of the language of decision-making or the effect of bilingualism on decision-making effectiveness. While this field has often compared individuals who speak different languages, research has rarely focused on the impact of the working language on the same individual. We are therefore interested in an intra-individual effect, not an inter-individual one. But our research does not intend to stop there. In the field of communication, perceptions of value and associated risk substantially influence evaluation and decision-making. In management, studies on brand perception have shown that a French brand is more likely to be considered more hedonistic than a brand in another language (Salcuviene et al. 2010).

In addition, one aspect of our research aims to examine the stability of perceptions of uncertainty (and/or risk) across different languages.