How Concrete Language Shapes Customer Satisfaction

Four studies, including experiments and analysis of over 1,000 customer service interactions, reveal that employees who use more concrete (vs. abstract) language with customers increase satisfaction, intentions and actual purchases. Experiments demonstrate the effect is driven by perceptions that the “concrete” agent is more personally involved with the customer’s needs.


Grant Packard and Jonah Berger (2019) ,"How Concrete Language Shapes Customer Satisfaction", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 29-34.


Grant Packard, York University, Canada
Jonah Berger, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 47 | 2019

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