14-P: the Power of Verbs: the Effect of Verbs on Purchase Intention

Miaolei (Liam) Jia, National University of Singapore, Singapore
Isabel Ding, National University of Singapore, Singapore
The usage of concrete verbs, such as "Grab the Gold Bars," is commonplace in marketing advertising and promotions. We demonstrate that concrete verbs (vs. adjectives) increase consumers' purchase intention. However, using explicitly instructive verbs (e.g., "Buy Now") decreases consumers' purchase intention.
[ to cite ]:
Miaolei (Liam) Jia and Isabel Ding (2017) ,"14-P: the Power of Verbs: the Effect of Verbs on Purchase Intention", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1036-1036.