The Brevity Effect in New Product Labels: When Does Linguistic Fluency Affect Consumers’ Responses to New Products?

Results from laboratory and field studies show that, under specifiable conditions, products with shorter labels are evaluated more favorably than those with longer labels. We refer to this as the brevity effect. Although the brevity effect is caused by linguistic fluency, brevity-induced linguistic fluency does not always increase preference for the stimulus. The effect manifests only when brevity-induced linguistic fluency is surprising. People find brevity-induced linguistic fluency to be surprising when an unfamiliar stimulus is fluent, or when a familiar stimulus in an unfamiliar context is fluent.



Citation:

Manoj Thomas and Thibault Maitre (2010) ,"The Brevity Effect in New Product Labels: When Does Linguistic Fluency Affect Consumers’ Responses to New Products?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 187-190 .

Authors

Manoj Thomas, Cornell University, USA
Thibault Maitre, Cornell University, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

E9. “Power Distance, Social Aspiration, and Fair Trade Products” – the Interaction Effect of Power Distance Belief and Status Motivation on Fair Trade Product Consumption

Sunghee Jun, Seoul National University
Libby Youngjin Chun, Seoul National University
Kiwan Park, Seoul National University, USA

Read More

Featured

Narrow Algorithmic Searches Perpetuate Bias

Eugina (Wai Lun) Leung, Erasmus University Rotterdam, The Netherlands
Oleg Urminsky, University of Chicago, USA

Read More

Featured

A6. “Alexa, let’s make a trade”: Search Behavior, Trust, and Privacy with Voice-Activated Assistants

Weizi Liu, University of Illinois at Urbana-Champaign, USA
David William Ross, University of Illinois at Urbana-Champaign, USA
Kieshana M. Williams-Beeler, University of Illinois at Urbana-Champaign, USA
Yoonah Lee, University of Illinois at Urbana-Champaign, USA
Michelle Renee Nelson, University of Illinois at Urbana-Champaign, 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.