IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v31y2020i2d10.1007_s11002-019-09511-w.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11002-019-09511-w
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-019-09511-w?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Stacey Baxter & Jasmina Ilicic & Alicia Kulczynski, 2015. "What’s in a name? Examining the effect of phonetic fit between spokesperson name and product attributes on source credibility," Marketing Letters, Springer, vol. 26(4), pages 525-534, December.
    2. Mick, David Glen & Buhl, Claus, 1992. "A Meaning-Based Model of Advertising Experiences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(3), pages 317-338, December.
    3. Pierrick Gomez & Carolina O. C. Werle & Olivier Corneille, 2017. "The pitfall of nutrition facts label fluency: easier-to-process nutrition information enhances purchase intentions for unhealthy food products," Marketing Letters, Springer, vol. 28(1), pages 15-27, March.
    4. Xiang Fang & Surendra Singh & Rohini Ahluwalia, 2007. "An Examination of Different Explanations for the Mere Exposure Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(1), pages 97-103, March.
    5. Alison Jing Xu & Robert S. Wyer, 2010. "Puffery in Advertisements: The Effects of Media Context, Communication Norms, and Consumer Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 329-343, August.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Daniela Andreini & Diego Rinallo & Giuseppe Pedeliento & Mara Bergamaschi, 2017. "Brands and Religion in the Secularized Marketplace and Workplace: Insights from the Case of an Italian Hospital Renamed After a Roman Catholic Pope," Journal of Business Ethics, Springer, vol. 141(3), pages 529-550, March.
    2. Stacey M. Baxter & Jasmina Ilicic & Alicia Kulczynski & Tina M. Lowrey, 2017. "Using sublexical priming to enhance brand name phonetic symbolism effects in young children," Marketing Letters, Springer, vol. 28(4), pages 565-577, December.
    3. Benedict G.C. Dellaert & Theo Arentze & Caspar G. Chorus & Harmen Oppewal & Geert Wets, 2013. "Workshop report: mental representations and discrete choice behaviour: state-of-the-art and avenues for future research," Chapters, in: Stephane Hess & Andrew Daly (ed.), Choice Modelling, chapter 5, pages 107-124, Edward Elgar Publishing.
    4. Yadav, Manjit S. & de Valck, Kristine & Hennig-Thurau, Thorsten & Hoffman, Donna L. & Spann, Martin, 2013. "Social Commerce: A Contingency Framework for Assessing Marketing Potential," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 311-323.
    5. Shane Timmons & Terence J. McElvaney & Peter D. Lunn, 2019. "An experiment for regulatory policy on broadband speed advertising," Journal of Behavioral Economics for Policy, Society for the Advancement of Behavioral Economics (SABE), vol. 3(2), pages 17-24, December.
    6. Celhay, Franck & Cheng, Peiyao & Masson, Josselin & Li, Wenhua, 2020. "Package graphic design and communication across cultures: An investigation of Chinese consumers' interpretation of imported wine labels," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 108-128.
    7. Antioco, Michael & Coussement, Kristof, 2018. "Misreading of consumer dissatisfaction in online product reviews: Writing style as a cause for bias," International Journal of Information Management, Elsevier, vol. 38(1), pages 301-310.
    8. Guillen, Marie Danielle & Ishida, Haruo & Okamoto, Naohisa, 2013. "Is the use of informal public transport modes in developing countries habitual? An empirical study in Davao City, Philippines," Transport Policy, Elsevier, vol. 26(C), pages 31-42.
    9. Orth, Ulrich R. & Malkewitz, Keven, 2012. "The Accuracy of Design-based Judgments: A Constructivist Approach," Journal of Retailing, Elsevier, vol. 88(3), pages 421-436.
    10. Hasford, Jonathan & Farmer, Adam, 2016. "Responsible you, despicable me: Contrasting competitor inferences from socially responsible behavior," Journal of Business Research, Elsevier, vol. 69(3), pages 1234-1241.
    11. Gorton, Matthew & Tocco, Barbara & Yeh, Ching-Hua & Hartmann, Monika, 2018. "What determines consumers’ trust in the EU’s organic label? A cross country comparison of the role of institutional trust and consumer knowledge," 2018 Annual Meeting, August 5-7, Washington, D.C. 273857, Agricultural and Applied Economics Association.
    12. Abigail B. Schneider & Sunaina Chugani & Tavleen Kaur & Jason Stornelli & Michael G. Luchs & Marat Bakpayev & Tessa Garcia‐Collart & Bridget Leonard & Lydia Ottlewski & Laura Pricer, 2022. "The role of wisdom in navigating social media paradoxes: Implications for consumers, firms, and public policy," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(3), pages 1127-1147, September.
    13. Scholz, Michael & Dorner, Verena & Schryen, Guido & Benlian, Alexander, 2017. "A configuration-based recommender system for supporting e-commerce decisions," European Journal of Operational Research, Elsevier, vol. 259(1), pages 205-215.
    14. Wang, Haizhong & Shen, Manqiong & (Amy) Song, Yiping & Phau, Ian, 2020. "Do up-displayed eco-friendly products always perform better? The moderating role of psychological distance," Journal of Business Research, Elsevier, vol. 114(C), pages 198-212.
    15. Cheng Yi & Zhenhui (Jack) Jiang & Xiuping Li & Xianghua Lu, 2019. "Leveraging User-Generated Content for Product Promotion: The Effects of Firm-Highlighted Reviews," Information Systems Research, INFORMS, vol. 30(3), pages 711-725, September.
    16. Anthony Moussa & Virginie de Barnier, 2018. "Consumers' response to branded longevity," Post-Print hal-01801013, HAL.
    17. Abiodun Adegbile & David Sarpong, 2015. "Managerial Engagement with Scenario Planning: A Conceptual Consumption Approach," Foresight and STI Governance (Foresight-Russia till No. 3/2015), National Research University Higher School of Economics, vol. 9(4), pages 73-80.
    18. Barg, Frances K. & Grier, Sonya A., 2008. "Enhancing breast cancer communications: A cultural models approach," International Journal of Research in Marketing, Elsevier, vol. 25(4), pages 335-342.
    19. Holttinen, Heli, 2014. "Contextualizing value propositions: Examining how consumers experience value propositions in their practices," Australasian marketing journal, Elsevier, vol. 22(2), pages 103-110.
    20. Bram Foubert & Els Gijsbrechts, 2016. "Try It, You’ll Like It—Or Will You? The Perils of Early Free-Trial Promotions for High-Tech Service Adoption," Marketing Science, INFORMS, vol. 35(5), pages 810-826, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:31:y:2020:i:2:d:10.1007_s11002-019-09511-w. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.