The Persuasiveness of Abstract Versus Concrete Language in Commercial and Non-Commercial Settings

Peeter Verlegh, University of Amsterdam, The Netherlands
The present studies examine how the impact of language on persuasiveness is moderated by the context in which the language is used. We focus on one particular aspect of language (language abstraction), and show how its impact differs between non-commercial contexts like word of mouth, and commercial contexts like advertising.
[ to cite ]:
Peeter Verlegh (2012) ,"The Persuasiveness of Abstract Versus Concrete Language in Commercial and Non-Commercial Settings", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1109-1109.