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.
Citation:
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.
Authors
Shaheer Ahmed Rizvi, University of Alberta, Canada
Sarah G Moore, University of Alberta, Canada
Paul Richard Messinger, University of Alberta, Canada
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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