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

Pogacar, Ruth, L. J. Shrum, & Tina M. Lowrey (2018), “The Effects of Linguistic Devices on Consumer Information Processing and Persuasion: A Language Complexity × Processing Mode Framework,” Journal of Consumer Psychology, Forthcoming.

HEC Paris Research Paper No. MKG-2018-1261

60 Pages Posted: 26 Apr 2018 Last revised: 3 May 2018

See all articles by Ruth Pogacar

Ruth Pogacar

University of Calgary - Haskayne School of Business

L. J. Shrum

HEC Paris

Tina M. Lowrey

HEC Paris - Marketing

Date Written: April 8, 2018

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.

Note: WP CR OK, processed - katiem 4/26/18

Keywords: Linguistics, Attitudes and Persuasion, Automatic and Controlled Processes, Language

JEL Classification: M31

Suggested Citation

Pogacar, Ruth and Shrum, L. J. and Lowrey, Tina, The Effects of Linguistic Devices on Consumer Information Processing and Persuasion: A Language Complexity × Processing Mode Framework (April 8, 2018). Pogacar, Ruth, L. J. Shrum, & Tina M. Lowrey (2018), “The Effects of Linguistic Devices on Consumer Information Processing and Persuasion: A Language Complexity × Processing Mode Framework,” Journal of Consumer Psychology, Forthcoming.; HEC Paris Research Paper No. MKG-2018-1261. Available at SSRN: https://ssrn.com/abstract=3158683

Ruth Pogacar

University of Calgary - Haskayne School of Business ( email )

2500 University Drive, NW
Calgary, Alberta T2N 1N4
Canada

L. J. Shrum (Contact Author)

HEC Paris ( email )

1 rue de la Liberation
Jouy-en-Josas Cedex, 78351
France

Tina Lowrey

HEC Paris - Marketing ( email )

Paris
France

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