Tag Archives: advertising research

Abstract language more convincing to consumers


If you want to influence your target buyers it’s better to use abstract language instead of concrete language. According to Journal of Consumer Research:

In the course of their studies, the authors found that consumers who described a positive experience with a product (like a smooth shave with a new razor) used more abstract language when they had a positive opinion about the brand before they tried the product. “When consumers were told that the product was a brand they did not like, they used more concrete language to describe a positive experience. Thus, consumers use different ways of describing the exact same experience, depending on whether they use a liked or disliked brand.”

photo by Badger 2.0