How Language Signals Persuasion: Concrete and Abstract Language in Product Referrals From Consumers and Firms

Gaby Schellekens, Radboud University Nijmegen, The Netherlands
Peeter Verlegh, University of Amsterdam, The Netherlands
Ale Smidts, Erasmus University Rotterdam, The Netherlands
We examined the impact of concrete and abstract language in product referrals from consumers and sales personnel on perceived persuasion knowledge. While language abstraction in referrals from other consumers has no effect on persuasion motives, more abstract (vs. concrete) language use from sales agents activated a perception of being persuaded.
[ to cite ]:
Gaby Schellekens, Peeter Verlegh, and Ale Smidts (2013) ,"How Language Signals Persuasion: Concrete and Abstract Language in Product Referrals From Consumers and Firms", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.