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Effects of linguistic style on persuasiveness of word-of-mouth messages with anonymous vs. identifiable sources

Author

Listed:
  • Jie Chen

    (Shanghai Jiao Tong University)

  • Wenjian Fan

    (Shanghai Jiao Tong University)

  • Junlong Wei

    (Shanghai Jiao Tong University)

  • Zunli Liu

    (Shanghai University of Engineering Science)

Abstract

Online word-of-mouth messages can use either powerful or powerless linguistic styles and come from either anonymous or identifiable sources. Do differences in linguistic power affect the persuasiveness of such messages, and if so, how? We propose that the effects of linguistic style depend on the identifiability of the source. In three experiments, consumers receive word-of-mouth messages varying in linguistic style (powerful vs. powerless) and source identifiability (anonymous vs. identifiable). Across the experiments, an anonymous source paired with a powerful style and an identifiable source paired with a powerless style violate expectancy, stimulate cognitive elaboration, and enhance persuasiveness. Furthermore, need for cognition moderates this joint effect. Thus, an anonymous (identifiable) source can attract interest and gain influence by using a powerful (powerless) linguistic style. These findings shed new light on the persuasiveness of online word-of-mouth messages and show how companies can flexibly design effective word-of-mouth campaigns.

Suggested Citation

  • Jie Chen & Wenjian Fan & Junlong Wei & Zunli Liu, 2022. "Effects of linguistic style on persuasiveness of word-of-mouth messages with anonymous vs. identifiable sources," Marketing Letters, Springer, vol. 33(4), pages 593-605, December.
    • Handle: RePEc:kap:mktlet:v:33:y:2022:i:4:d:10.1007_s11002-021-09602-7
    DOI: 10.1007/s11002-021-09602-7
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    References listed on IDEAS

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    Cited by:

    1. Joshua J. Clarkson & Alan D. J. Cooke & Nathanael S. Martin, 2023. "Great expectations: argument order expectations shape the efficacy of order effects in one-sided advertisements," Marketing Letters, Springer, vol. 34(3), pages 383-395, September.

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