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The Effects of Linguistic Devices on Consumer Information Processing and Persuasion: A Language Complexity × Processing Mode Framework

Author

Listed:
  • Shrum, L. J.
  • Lowrey, Tina M.
  • Pogacar, Ruth

Abstract

People—be they politicians, marketers, job candidates, product reviewers, bloggers, or romantic interests—often use linguistic devices to persuade others, and there is a sizeable literature that has documented the effects of numerous linguistic devices. However, understanding the implications of these effects is difficult without an organizing framework. To this end, we introduce a Language Complexity × Processing Mode Framework for classifying linguistic devices based on two continuous dimensions: language complexity, ranging from simple to complex, and processing mode, ranging from automatic to controlled. We then use the framework as a basis for reviewing and synthesizing extant research on the effects of the linguistic devices on persuasion, determining the conditions under which the effectiveness of the linguistic devices can be maximized, and reconciling inconsistencies in prior research.

Suggested Citation

  • Shrum, L. J. & Lowrey, Tina M. & Pogacar, Ruth, 2018. "The Effects of Linguistic Devices on Consumer Information Processing and Persuasion: A Language Complexity × Processing Mode Framework," HEC Research Papers Series 1261, HEC Paris, revised 03 May 2018.
    • Handle: RePEc:ebg:heccah:1261
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    Cited by:

    1. Naim Zierau & Christian Hildebrand & Anouk Bergner & Francesc Busquet & Anuschka Schmitt & Jan Marco Leimeister, 2023. "Voice bots on the frontline: Voice-based interfaces enhance flow-like consumer experiences & boost service outcomes," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 823-842, July.
    2. Carnevale, Marina & Hadi, Rhonda & Luna, David & Pogacar, Ruth, 2023. "Follow your nose when it sounds right: How brand names influence consumer responses to product scents," Journal of Business Research, Elsevier, vol. 157(C).
    3. Daniel Kaimann & Clarissa Laura Maria Spiess Bru, 2023. "Sounds too Feminine? Brand Gender and The Impact on Professional Critics," Working Papers Dissertations 107, Paderborn University, Faculty of Business Administration and Economics.

    More about this item

    Keywords

    Linguistics; Attitudes and Persuasion; Automatic and Controlled Processes; Language;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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