With Or Without You: When Second Person Pronouns Engage Listeners
Does referencing “you” (the audience) impact engagement? We propose that how audiences are invoked through second person pronouns shapes their impact. Analysis of thousands of songs finds that “you” use in lyrics shapes song popularity, but that the situated role “you” are asked to play critically moderates this effect.
Grant M Packard and Jonah Berger (2018) ,"With Or Without You: When Second Person Pronouns Engage Listeners", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 736-737.
Grant M Packard, Wilfrid Laurier University, Canada
Jonah Berger, University of Pennsylvania, USA
NA - Advances in Consumer Research Volume 46 | 2018
The Messy Satiation Effect: The Benefits of Eating Like a Pig
Kevin L. Sample, University of Georgia, USA
Kelly Haws, Vanderbilt University, USA
Understanding Organ Donation: Discourses of Embodied Recycling
Rebecca Scott, Cardiff University
Samantha Warren, Car
Love is Blind: How Sensory Liking Impacts Perceptions of Unbranded Products
Jennifer L Stoner, University of North Dakota
Maria A Rodas, University of Minnesota, USA