Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top
Marketing Letters
Published in: Marketing Letters 2-3/2020

10-12-2019

Technical nomenclature, everyday language, and consumer inference

Authors: Ruomeng Wu, Esta D. Shah, Frank R. Kardes, Robert S. Wyer Jr

Published in: Marketing Letters | Issue 2-3/2020

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

The use of technical language in marketing communications has more complex effects than what the previous research suggests. Three studies show that the effect of technical information on consumers’ evaluations of a product depends on whether their reactions to this information are based on (a) their difficulty of comprehending it or (b) their perceptions of its scientific and technical implications. These reactions, in turn, depend on both the relative accessibility of these criteria in memory and the expertise of the individuals who are likely to use the product being described.
previous article Like, Comment, or Share? Self-presentation vs. brand relationships as drivers of social media engagement choices

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

inform now
Literature
Abruzzini, P. (1967). Measuring language difficulty in advertising copy. The Journal of Marketing, 31, 22–26.CrossRef
Alter, A. L., & Oppenheimer, D. M. (2009). Uniting the tribes of fluency to form a metacognitive nation. Personality and Social Psychology Review, 13(3), 219–235.CrossRef
Anderson, R. E., & Jolson, M. A. (1980). Technical wording in advertising: implications for market segmentation. The Journal of Marketing, 44, 57–66.CrossRef
Bar-Hillel, M. (1980). What features make samples seem representative? Journal of Experimental Psychology: Human Perception and Performance, 6(3), 578–589.
Baxter, S., Ilicic, J., & Kulczynski, A. (2015). What’s in a name? Examining the effect of phonetic fit between spokesperson name and product attributes on source credibility. Marketing Letters, 26(4), 525–534.CrossRef
Bornstein, R. F., & D'Agostino, P. R. (1992). Stimulus recognition and the mere exposure effect. Journal of Personality and Social Psychology, 63(4), 545–552.CrossRef
Bornstein, R. F., & D'Agostino, P. R. (1994). The attribution and discounting of perceptual fluency: preliminary tests of a perceptual fluency/attributional model of the mere exposure effect. Social Cognition, 12(2), 103–128.CrossRef
Deval, H., Mantel, S. P., Kardes, F. R., & Posavac, S. S. (2012). How naive theories drive opposing inferences from the same information. Journal of Consumer Research, 39(6), 1185–1201.CrossRef
Fang, X., Singh, S., & Ahluwalia, R. (2007). An examination of different explanations for the mere exposure effect. Journal of Consumer Research, 34(1), 97–103.CrossRef
Gill, M. J., Swann Jr., W. B., & Silvera, D. H. (1998). On the genesis of confidence. Journal of Personality and Social Psychology, 75(5), 1101–1114.CrossRef
Gomez, P., Werle, C. O., & Corneille, O. (2017). The pitfall of nutrition facts label fluency: easier-to-process nutrition information enhances purchase intentions for unhealthy food products. Marketing Letters, 28(1), 15–27.CrossRef
Labroo, A. A., Dhar, R., & Schwarz, N. (2007). Of frog wines and frowning watches: semantic priming, perceptual fluency, and brand evaluation. Journal of Consumer Research, 34(6), 819–831.CrossRef
Liu, A. H., & Leach, M. P. (2001). Developing loyal customers with a value-adding sales force: examining customer satisfaction and the perceived credibility of consultative salespeople. Journal of Personal Selling & Sales Management, 21(2), 147–156.
McNeal, J. U. (1973). An introduction to consumer behavior. New York: John Wiley.
Mick, D. G., & Buhl, C. (1992). A meaning-based model of advertising experiences. Journal of Consumer Research, 19(3), 317–338.CrossRef
Novemsky, N., Dhar, R., Schwarz, N., & Simonson, I. (2007). Preference fluency in choice. Journal of Marketing Research, 44(3), 347–356.CrossRef
Schwarz, N. (2004). Metacognitive experiences in consumer judgment and decision making. Journal of Consumer Psychology, 14(4), 332–348.CrossRef
Smith, R. E., & Vogt, C. A. (1995). The effects of integrating advertising and negative word-of-mouth communications on message processing and response. Journal of Consumer Psychology, 4(2), 133–151.CrossRef
Sternthal, B., Dholakia, R., & Leavitt, C. (1978). The persuasive effect of source credibility: tests of cognitive response. Journal of Consumer research, 4(4), 252–260.CrossRef
Tsai, C. I., & McGill, A. L. (2010). No pain, no gain? How fluency and construal level affect consumer confidence. Journal of Consumer Research, 37(5), 807–821.CrossRef
Winkielman, P., & Cacioppo, J. T. (2001). Mind at ease puts a smile on the face: psychophysiological evidence that processing facilitation elicits positive affect. Journal of personality and social psychology, 81(6), 989–1000.CrossRef
Xu, A. J., & Wyer Jr., R. S. (2010). Puffery in advertisements: the effects of media context, communication norms, and consumer knowledge. Journal of Consumer Research, 37(2), 329–343.CrossRef
Metadata
Title
Technical nomenclature, everyday language, and consumer inference
Authors
Ruomeng Wu
Esta D. Shah
Frank R. Kardes
Robert S. Wyer Jr
Publication date
10-12-2019
Publisher
Springer US
Published in
Marketing Letters / Issue 2-3/2020
Print ISSN: 0923-0645
Electronic ISSN: 1573-059X
DOI
https://doi.org/10.1007/s11002-019-09511-w

Other articles of this Issue 2-3/2020

Marketing Letters 2-3/2020 Go to the issue

OriginalPaper

Effects of firm-, industry-, and country-level innovation on firm performance

OriginalPaper

The past, present, and future of customer management

OriginalPaper

Timing of apology after service failure: the moderating role of future interaction expectation on customer satisfaction

OriginalPaper

Like, Comment, or Share? Self-presentation vs. brand relationships as drivers of social media engagement choices

OriginalPaper

The past, present, and future of marketing strategy

OriginalPaper

The past, present, and future of brand research