K11. Effects of Emotional Vs. Rational Thinking on Consumer Responses to Verbal Precision
We define verbal precision and examine consumer responses to more and less verbally precise communication. Results suggest that emotionally (vs. rationally) oriented recipients are more sensitive to verbally precise messages. For these consumers, higher verbal precision increases perceived conversational cooperativeness of the source and results in more positive product attitudes.
Citation:
Ann Kronrod, Guang-Xin Xie, and Shai Danziger (2018) ,"K11. Effects of Emotional Vs. Rational Thinking on Consumer Responses to Verbal Precision", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 915-915.
Authors
Ann Kronrod, University of Massachusetts, USA
Guang-Xin Xie, University of Massachusetts Boston
Shai Danziger, Tel Aviv University, Israel
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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