The Effect of Document Language Quality on Consumer Perceptions

Arancha Pedraz-Delhaes, Leger Marketing, Canada
Muhammad Aljukhadar, HEC Montreal, Canada
Sylvain Senecal, HEC Montreal, Canada
The authors propose a model that describes how the quality of language in documents accompanying the product shapes consumer perceptions. Language quality impacts perceptions by determining document evaluation. Document evaluation fully mediated the relations between language quality and both product and organization evaluations, implying that documents accompanying the product are a vital extrinsic cue used by consumers to evaluate the product and the organization. For their part, product and organization evaluations formed consumer behavioral intentions. Findings also show comprehensibility to be affected by language quality, and support the notion that documents accompanying product are secondary products as document evaluation directly influenced intentions.
[ to cite ]:
Arancha Pedraz-Delhaes, Muhammad Aljukhadar, and Sylvain Senecal (2009) ,"The Effect of Document Language Quality on Consumer Perceptions", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 936-936.