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Technical nomenclature, everyday language, and consumer inference

Author

Listed:
  • Ruomeng Wu

    (Western Kentucky University)

  • Esta D. Shah

    (College of Charleston)

  • Frank R. Kardes

    (University of Cincinnati)

  • Robert S. Wyer

    (University of Cincinnati)

Abstract

The use of technical language in marketing communications has more complex effects than what the previous research suggests. Three studies show that the effect of technical information on consumers’ evaluations of a product depends on whether their reactions to this information are based on (a) their difficulty of comprehending it or (b) their perceptions of its scientific and technical implications. These reactions, in turn, depend on both the relative accessibility of these criteria in memory and the expertise of the individuals who are likely to use the product being described.

Suggested Citation

  • Ruomeng Wu & Esta D. Shah & Frank R. Kardes & Robert S. Wyer, 2020. "Technical nomenclature, everyday language, and consumer inference," Marketing Letters, Springer, vol. 31(2), pages 299-310, September.
    • Handle: RePEc:kap:mktlet:v:31:y:2020:i:2:d:10.1007_s11002-019-09511-w
    DOI: 10.1007/s11002-019-09511-w
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    References listed on IDEAS

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