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When consumers talk to each other about products, they generally respond more favorably to abstract language than concrete descriptions, according to a new study in the Journal of Consumer Research.
"In a series of experiments, we explored when and why consumers use abstract language in word-of-mouth messages, and how these differences in language use affect the receiver," write authors Gaby A. C. Schellekens, Peeter W. J. Verlegh, and Ale Smidts (Erasmus University, The Netherlands).
In the course of their studies, the authors found that consumers who described a positive experience with a product (like a smooth shave with a new razor) used more abstract language when they had a positive opinion about the brand before they tried the product. "When consumers were told that the product was a brand they did not like, they used more concrete language to describe a positive experience. Thus, consumers use different ways of describing the exact same experience, depending on whether they use a liked or disliked brand," the authors write.
For a disliked brand, favorable experiences are seen as exceptions, and concrete language helps consumers to frame the experience as a one-time event, the authors explain.
On the receiver end, the studies showed that consumers responded differently to abstract and concrete language. "In our study of receivers, we gave consumers a description of a positive product experience, and asked them to estimate the sender's opinion about the products," the authors write. "We found that perceived opinion of the sender was more positive when the description was cast in more abstract terms." For descriptions of negative experiences, the perceived opinion of the sender was more negative when the description used abstract language.
"Our finding that abstract messages have a stronger impact on buying intentions can be translated straightforwardly into the recommendation to use abstract language if you try to convince someone of the (positive or negative) consequences of buying a product, or of following your advice," the authors conclude.
Source: http://www.sciencedaily.com/releases/2010/01/100119121427.htm
Story Source: Adapted from materials provided by University of Chicago Press Journals, via EurekAlert!, a service of AAAS.
Journal Reference:
1.Gaby A. C. Schellekens, Peeter W. J. Verlegh, and Ale Smidts. Language Abstraction in Word of Mouth. Journal of Consumer Research, August 2010
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Aprender Inglês
Want to Convince? Use Abstract Rather Than Concrete Language
When consumers talk to each other about products, they generally respond more favorably to abstract language than concrete descriptions, according to a new study in the Journal of Consumer Research.
"In a series of experiments, we explored when and why consumers use abstract language in word-of-mouth messages, and how these differences in language use affect the receiver," write authors Gaby A. C. Schellekens, Peeter W. J. Verlegh, and Ale Smidts (Erasmus University, The Netherlands).In the course of their studies, the authors found that consumers who described a positive experience with a product (like a smooth shave with a new razor) used more abstract language when they had a positive opinion about the brand before they tried the product. "When consumers were told that the product was a brand they did not like, they used more concrete language to describe a positive experience. Thus, consumers use different ways of describing the exact same experience, depending on whether they use a liked or disliked brand," the authors write.
For a disliked brand, favorable experiences are seen as exceptions, and concrete language helps consumers to frame the experience as a one-time event, the authors explain.
On the receiver end, the studies showed that consumers responded differently to abstract and concrete language. "In our study of receivers, we gave consumers a description of a positive product experience, and asked them to estimate the sender's opinion about the products," the authors write. "We found that perceived opinion of the sender was more positive when the description was cast in more abstract terms." For descriptions of negative experiences, the perceived opinion of the sender was more negative when the description used abstract language.
"Our finding that abstract messages have a stronger impact on buying intentions can be translated straightforwardly into the recommendation to use abstract language if you try to convince someone of the (positive or negative) consequences of buying a product, or of following your advice," the authors conclude.
Source: http://www.sciencedaily.com/releases/2010/01/100119121427.htm
Story Source: Adapted from materials provided by University of Chicago Press Journals, via EurekAlert!, a service of AAAS.
Journal Reference:
1.Gaby A. C. Schellekens, Peeter W. J. Verlegh, and Ale Smidts. Language Abstraction in Word of Mouth. Journal of Consumer Research, August 2010
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- Doodle
A doodle is a type of sketch, an unfocused drawing made while a person's attention is otherwise occupied. Doodles are simple drawings that can have concrete representational meaning or may just be abstract shapes. Stereotypical examples of doodling...
- No Pain, No Gain!
Mastering A Skill Makes Us Stressed In The Moment, Happy Long Term No pain, no gain applies to happiness, too, according to new research published online in the Journal of Happiness Studies. People who work hard at improving a skill or ability, such...
- Aha' Effect: New Hypothesis Seeks To Explain The Pleasures Of Insight
Dec. 15, 2010 ? The sudden appearance of a solution through insight -- the famous 'aha' effect -- is a peculiar phenomenal experience that people have when they solve a problem. Although many anecdotes exist about how discoveries were...
- Bilingual Benefits Reach Beyond Communication
ScienceDaily (Nov. 9, 2010) ? Speaking two languages can be handy when traveling abroad, applying for jobs, and working with international colleagues, but how does bilingualism influence the way we think? In the current issue of Psychological Science...
- No Pain, No Gain!
Mastering A Skill Makes Us Stressed In The Moment, Happy Long Term No pain, no gain applies to happiness, too, according to new research published online in the Journal of Happiness Studies. People who work hard at improving a skill or ability, such...