The Persuasiveness of Abstract Versus Concrete Language in Commercial and Non-Commercial Settings
The present studies examine how the impact of language on persuasiveness is moderated by the context in which the language is used. We focus on one particular aspect of language (language abstraction), and show how its impact differs between non-commercial contexts like word of mouth, and commercial contexts like advertising.
Peeter Verlegh (2012) ,"The Persuasiveness of Abstract Versus Concrete Language in Commercial and Non-Commercial Settings", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1109-1109.
Peeter Verlegh, University of Amsterdam, The Netherlands
NA - Advances in Consumer Research Volume 40 | 2012
My Money is Yours, but My Time is Still Mine: Inseparability of Consumption from the Self Increases Control and Giving
John P. Costello, Ohio State University, USA
Selin A. Malkoc, Ohio State University, USA
Enhancing Perceptions toward In-Home Artificial Intelligence Devices through Trust: Anthropomorphism and Non-Branded Device Messages
Seth Ketron, East Carolina University
Brian Taillon, East Carolina University
Christine Kowalczyk, East Carolina University
R11. The Influence of Brand Rituals on Perceived Brand Authenticity
Lijing Zheng, University of Hong Kong
Echo Wen Wan, University of Hong Kong
Zhongqiang (Tak) Huang, University of Hong Kong