The Intent to Persuade: Spontaneous Emotionality in Word-Of-Mouth Communications

Little research examines how the intent to persuade others transforms consumers’ communications. Using a computational linguistic approach, three large-scale experiments demonstrate that intending to persuade others leads individuals to spontaneously intensify the emotionality of their language – even in situations where unemotional appeals have been shown to be relatively more effective.


Matthew Rocklage, Derek Rucker, and Loran Nordgren (2017) ,"The Intent to Persuade: Spontaneous Emotionality in Word-Of-Mouth Communications", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 848-849.


Matthew Rocklage, Northwestern University, USA
Derek Rucker, Northwestern University, USA
Loran Nordgren, Northwestern University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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