14-P: the Power of Verbs: the Effect of Verbs on Purchase Intention
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.
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.
Miaolei (Liam) Jia, National University of Singapore, Singapore
Isabel Ding, National University of Singapore, Singapore
NA - Advances in Consumer Research Volume 45 | 2017
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Yoel Inbar, University of Toronto, Canada
Ellen Evers, University of California Berkeley, USA
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Aphrodite Vlahos, University of Melbourne, Australia
Marcus Phipps, University of Melbourne, Australia
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Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas