Precise Like a Swiss Watch: Semantic Precision in Marketing Communication

Ann Kronrod, Boston University, USA
Vincent Xie, University of Massachusetts, USA
Three studies reveal that semantic precision (verbally describing things exactly as they are) influences perceptions and attitudes towards products. This effect is mediated by perceived conversational cooperativeness and trustworthiness of the source. Further, we find that the salience of the effect of semantic precision depends on context (hedonic/utilitarian).
[ to cite ]:
Ann Kronrod and Vincent Xie (2016) ,"Precise Like a Swiss Watch: Semantic Precision in Marketing Communication", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 744-744.