From Language to Behavior: Verbs Lead to Consumer Action
A series of studies shows that consumers exposed to an ad with a high incidence of verbs (vs. nouns) are more likely to take an immediate action. This effect is mediated by the activation of an implemental, action-oriented mindset and moderated by cognitive load and whether verbs are action-oriented.
Citation:
Yan Meng, David Luna, and Sandor Czellar (2016) ,"From Language to Behavior: Verbs Lead to Consumer Action ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 32-36.
Authors
Yan Meng, Baruch College, USA
David Luna, Baruch College, USA
Sandor Czellar, University of Lausanne
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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