How Consumption Vocabulary Directs Product Discussions – The Guiding Influence of Feature Labels on Consumers’ Communication and Learning about Products in Online Communities

Item Type Journal paper
Abstract Marketing research has long recognized the relevance of consumption vocabulary to consumers’ individual perception and preference formation. Little research, however, has investigated how such vocabulary might guide interpersonal product discussions and, hence, the diffusion of information. This paper reports a longitudinal field experiment in which we arranged 40 online discussion groups about a concept car that each lasted three weeks. We show that providing a specific vocabulary for certain product features encourages communication about those features, yet lessens communication about other product aspects during discussions. Consequently, the vocabulary also affects which product features are recalled after discussions. Our results support the notion that these effects of vocabulary are not consciously reflected upon and arise mainly from consumers’ increased ability to verbally refer to features as opposed to increased feature salience.
Authors Scharfenberger, Philipp; Landwehr, Jan R.; Tsai, Claire I.; Zimmermann, Jenny Lena; Herrmann, Andreas & McGill, Ann L.
Journal or Publication Title Journal of Marketing Behavior
Language English
Subjects business studies
social sciences
HSG Classification contribution to scientific community
HSG Profile Area Global Center for Customer Insight
Refereed Yes
Date December 2020
Number 4
Page Range 1-31
Number of Pages 30
ISSN 2326-568X
Depositing User Dr. Philipp Scharfenberger
Date Deposited 22 Jun 2021 09:16
Last Modified 29 Jun 2022 00:27
URI: https://www.alexandria.unisg.ch/publications/263351

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Scharfenberger, Philipp; Landwehr, Jan R.; Tsai, Claire I.; Zimmermann, Jenny Lena; Herrmann, Andreas & McGill, Ann L. (2020) How Consumption Vocabulary Directs Product Discussions – The Guiding Influence of Feature Labels on Consumers’ Communication and Learning about Products in Online Communities. Journal of Marketing Behavior, (4). 1-31. ISSN 2326-568X

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https://www.alexandria.unisg.ch/id/eprint/263351
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