When consumers talk to each other about products, they generally respond more favorably to abstract language than concrete descriptions, according to a new study in the Journal of Consumer Research.
"In a series of experiments, we explored when and why consumers use abstract language in word-of-mouth messages, and how these differences in language use affect the receiver," write authors Gaby A. C. Schellekens, Peeter W. J. Verlegh, and Ale Smidts (Erasmus University, The Netherlands).