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Language Abstraction in Word of Mouth

Author

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  • Gaby A. C. Schellekens
  • Peeter W. J. Verlegh
  • Ale Smidts

Abstract

This research examines the language that consumers use in word of mouth. For both positive and negative product experiences, we demonstrate that consumers use more abstract terms when they describe experiences that are in line with the valence of their product attitude. This effect cannot be explained by differences in valence between abstract and concrete language. On the receiver side, abstract language in positive word of mouth leads to (1) the inference that the sender has a more favorable product attitude and (2) a higher buying intention for the product under consideration. The reverse is found for negative word of mouth. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Gaby A. C. Schellekens & Peeter W. J. Verlegh & Ale Smidts, 2010. "Language Abstraction in Word of Mouth," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 207-223, August.
    • Handle: RePEc:oup:jconrs:v:37:y:2010:i:2:p:207-223
    DOI: 10.1086/651240
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    Cited by:

    1. De Angelis, Matteo & Tassiello, Vito & Amatulli, Cesare & Costabile, Michele, 2017. "How language abstractness affects service referral persuasiveness," Journal of Business Research, Elsevier, vol. 72(C), pages 119-126.
    2. Patrick, Vanessa M. & Hagtvedt, Henrik, 2012. "How to say “no”: Conviction and identity attributions in persuasive refusal," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 390-394.
    3. Bing Yuan & Alessandro M. Peluso, 0. "The impact of electronic entrepreneur-related word of mouth on brand evaluation," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-14.
    4. Yeomans, Michael, 2021. "A concrete example of construct construction in natural language," Organizational Behavior and Human Decision Processes, Elsevier, vol. 162(C), pages 81-94.
    5. Yang Gao, 2021. "How Do Language Learning, Teaching, and Transnational Experiences (Re)shape an EFLer’s Identities? A Critical Ethnographic Narrative," SAGE Open, , vol. 11(3), pages 21582440211, July.
    6. Cowley, Elizabeth, 2014. "Consumers telling consumption stories: Word-of-mouth and retrospective evaluations," Journal of Business Research, Elsevier, vol. 67(7), pages 1522-1529.
    7. Bing Yuan & Alessandro M. Peluso, 2020. "The impact of electronic entrepreneur-related word of mouth on brand evaluation," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 579-592, September.
    8. Gavin L. Fox & Stephen J. Lind, 2020. "A framework for viral marketing replication and mutation," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 206-222, December.
    9. Jonah Berger & Grant Packard & Reihane Boghrati & Ming Hsu & Ashlee Humphreys & Andrea Luangrath & Sarah Moore & Gideon Nave & Christopher Olivola & Matthew Rocklage, 2022. "Marketing insights from text analysis," Marketing Letters, Springer, vol. 33(3), pages 365-377, September.
    10. Lothar Walter & Alfred Radauer & Martin G. Moehrle, 2017. "The beauty of brimstone butterfly: novelty of patents identified by near environment analysis based on text mining," Scientometrics, Springer;Akadémiai Kiadó, vol. 111(1), pages 103-115, April.
    11. Sipilä, Jenni & Herold, Kristiina & Tarkiainen, Anssi & Sundqvist, Sanna, 2017. "The influence of word-of-mouth on attitudinal ambivalence during the higher education decision-making process," Journal of Business Research, Elsevier, vol. 80(C), pages 176-187.
    12. Yap, Kenneth B. & Soetarto, Budi & Sweeney, Jillian C., 2013. "The relationship between electronic word-of-mouth motivations and message characteristics: The sender’s perspective," Australasian marketing journal, Elsevier, vol. 21(1), pages 66-74.
    13. Söderlund, Magnus & Mattsson, Jan, 2015. "Merely asking the customer to recommend has an impact on word-of-mouth activity," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 80-89.
    14. Cesare Amatulli & Matteo De Angelis & Carmela Donato, 2019. "Communicating the luxury dream: The moderating role of brand prominence on the effect of abstract versus concrete language on consumer responses," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2019(4), pages 91-108.

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