Wordify: a Tool For Discovering Consumer Vocabularies
We describe a new, easy-to-use text-mining tool called Wordify that uncovers the vocabularies used by consumers across contexts. We show how Wordify allows consumer researchers to gain a richer understanding of the role of language in decision-making, such as how the words used to describe products differ between consumer segments.
Citation:
Dirk Hovy, Shiri Melumad, and Jeffrey Inman (2020) ,"Wordify: a Tool For Discovering Consumer Vocabularies", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 981-986.
Authors
Dirk Hovy, Bocconi University, Italy
Shiri Melumad, University of Pennsylvania, USA
Jeffrey Inman, University of Pittsburgh, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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