New Car Psychology Across Languages
Buying a new car is a major event in the lives of most consumers no matter where they live, and this must be taken into consideration when designing a survey instrument. Different cultures have different psychological and emotional reactions. This difference must be acknowledged and taken account for when translating. A real world example is a translation for Brazil on how independent truckers changed their oil. In the US, it’s common to ask if a person “changes your own oil”. In Brazil, that phrase is very vulgar slang that would have elicited laughter if not outright disgust, and would not have helped gather data.