Gaby Schellekens

Language abstraction in word of mouth

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.

Linguistic Biases and Persuasion in Communication about Objects

Research on language abstraction has primarily been focused on the language that is used to describe (intergroup) behaviors, while limited attention has been given to communication about objects. This article aims to fill this gap and studies biases in language abstraction in the descriptions of interactions with objects. Study 1 demonstrated a linguistic expectancy bias in this setting: People described expectancy-congruent experiences with objects more abstractly than incongruent experiences. Study 2 examined a mediator, and provides data suggesting that expectancy-congruent (vs. incongruent) experiences were more likely attributed to the object (vs. the situation/user), and this causal inference mediated the effect of expectancy-(in)congruence on language use. Study 3 examined the impact of communication goals, and found that the goal to convince a receiver of the high quality of a product (vs. no persuasion goal) led to more abstract descriptions of positive experiences with objects and to more concrete language for negative experiences.