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
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