Abstract: What language do consumers use for word of mouth? For both positive and negative product experiences, consumers use more abstract terms when they describe experiences that are in line with the valence of their product attitude. This effect cannot be explained by differences in valence between abstract and concrete language. On the receiver side, abstract language in positive word of mouth leads to (1) the inference that the sender has a more favorable product attitude and (2) a higher buying intention for the product under consideration. The reverse is found for negative word of mouth.
Keywords: word of mouth, language abstraction, consumer behavior
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
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