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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

M9. Exploring Historical Nostalgia and its Relevance to Consumer Research

Matthew Farmer, University of Arizona, USA
Caleb Warren, University of Arizona, USA

Read More

Featured

Improving Customer Satisfaction Online through Valence Matching

Hannah Perfecto, Washington University, USA
Leif D. Nelson, University of California Berkeley, USA

Read More

Featured

Which Healthy Eating Nudges Work Best? A Meta-Analysis of Field Experiments

Romain Cadario, IESEG School of Management
Pierre Chandon, INSEAD, France

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.