How Concrete Language Shapes Customer Satisfaction

82Citations
Citations of this article
302Readers
Mendeley users who have this article in their library.

This article is free to access.

Abstract

Consumers are often frustrated by customer service. But could a simple shift in language help improve customer satisfaction? We suggest that linguistic concreteness-the tangibility, specificity, or imaginability of words employees use when speaking to customers-can shape consumer attitudes and behaviors. Five studies, including text analysis of over 1,000 real consumer-employee interactions in two different field contexts, demonstrate that customers are more satisfied, willing to purchase, and purchase more when employees speak to them concretely. This occurs because customers infer that employees who use more concrete language are listening (i.e., attending to and understanding their needs). These findings deepen understanding of how language shapes consumer behavior, reveal a psychological mechanism by which concreteness impacts person perception, and provide a straightforward way that managers could help enhance customer satisfaction.

Cite

CITATION STYLE

APA

Packard, G., & Berger, J. (2021). How Concrete Language Shapes Customer Satisfaction. Journal of Consumer Research, 47(5), 787–806. https://doi.org/10.1093/jcr/ucaa038

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Save time finding and organizing research with Mendeley

Sign up for free