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.


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.


Yan Meng, Baruch College, USA
David Luna, Baruch College, USA
Sandor Czellar, University of Lausanne


NA - Advances in Consumer Research Volume 44 | 2016

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