Slanguage & Cultural Value: It’S Lit to Say It - How Mainstream Slang Affect Online Wom

This paper examines the effects of using mainstream, popular slang in online WOM (e.g., “These Jordans are lit!”). We hypothesize that relative to non-slang equivalents (great), the perceived cultural value embedded in slang terms will increase consumers’ evaluations of the message and product. We test this hypothesis in four experiments.


Shaheer Ahmed Rizvi, Sarah G Moore, and Paul Richard Messinger (2020) ,"Slanguage & Cultural Value: It’S Lit to Say It - How Mainstream Slang Affect Online Wom", 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: 1058-1053.


Shaheer Ahmed Rizvi, University of Alberta, Canada
Sarah G Moore, University of Alberta, Canada
Paul Richard Messinger, University of Alberta, Canada


NA - Advances in Consumer Research Volume 48 | 2020

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