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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Consumer Reluctance Toward Medical Artificial Intelligence: The Underlying Role of Uniqueness Neglect

Chiara Longoni, Boston University, USA
Andrea Bonezzi, New York University, USA
Carey K. Morewedge, Boston University, USA

Read More

Featured

Walking the Thin Edge: The Dark Side of Brand Communities and Collecting

Emily Chung, RMIT University
Marcia Christina Ferreira, Brunel University
daiane scaraboto, Pontificia Universidad Católica de Chile

Read More

Featured

R8. Brand Perceptions and Consumer Support in the Face of a Transgression: Warmth Over Competence

Summer Hyoyeon Kim, University of Kansas, USA
Jessica Li, University of Kansas, USA
Jenny Olson, Indiana University, USA
SHAILENDRA PRATAP JAIN, University of Washington, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.