Grammatical Subject, Base Rates, and Persuasion

Four experiments show that for success claims, user-subjects, where users are the grammatical subject of a sentence (e.g.,90% of users succeed with this product), are more persuasive than product-subjects (e.g., this product succeeds for 90% of users), where the product is the grammatical subject. The opposite holds true for failure claims.


Max Ostinelli and David Luna (2017) ,"Grammatical Subject, Base Rates, and Persuasion", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 793-794.


Max Ostinelli, Winthrop University, USA
David Luna, Baruch College, USA


NA - Advances in Consumer Research Volume 45 | 2017

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