This multidisciplinary study adopts econometric analysis for investigating how different characteristics determine the choice of the language used in the signs of a shopping street. We work with a dataset containing about 200 observations collected in the main shopping streets of the cities of...

Language serves two key functions. It enables communication between agents, which allows for the establishment and operation of formal and informal institutions. It also serves a less obvious function, a reassuring quality more closely related to issues linked with trust, social capital, and...