457 Psychology & Marketing, Vol. 19(6):457–476 (June 2002) Published online in Wiley InterScience (www.interscience.wiley.com).  2002 Wiley Periodicals, Inc. ● DOI: 10.1002/mar.10020 Uncovering the Cognitive Duality of Bilinguals through Word Association David Luna University of Wisconsin—Whitewater Laura A. Peracchio University of Wisconsin—Milwaukee ABSTRACT This article examines the nature of the cognitive structures of bilingual consumers. The article begins by describing a psycholinguistic model that suggests that bilinguals have different structures for each of the languages they know. In a marketing context, this model implies that even the perfect translation of a marketing communication may not have the same meaning as the original. The article proposes that word-association tasks may help marketers gain insight into the dual cognitive structures of bilingual consumers and discover possible differences in meaning across languages.  2002 Wiley Periodicals, Inc. Most models of memory studied by psychologists and consumer re- searchers have been tested and validated with monolingual individuals. However, much of the world’s population speaks more than one lan- guage. For example, 59% of U.S. Hispanics, the fastest-growing minor- ity population in that country, are considered bilingual speakers of En- glish and Spanish (U.S. Bureau of the Census, 1998). It is of great importance, therefore, to examine how memory models can be extended to multilingual populations. Memory models that have been developed and validated with the use