Wii Will Rock You! the Role of Figurative Language in Word of Mouth

Ann Kronrod , Michigan State University, USA
Shai Danziger , Tel-Aviv University, Israel
Figurative language in advertising has a positive effect on product attitudes. Conversely, its effectiveness and use in WOM is context specific: in reviews of hedonic (vs. utilitarian) offerings figurative language is used more often, and is more persuasive. Further, reading a figurative review increases choice of hedonic over utilitarian options.
[ to cite ]:
Ann Kronrod and Shai Danziger (2013) ,"Wii Will Rock You! the Role of Figurative Language in Word of Mouth", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.