When Will You Use This?
Directing reviews for your products. When you understand how the use of language affects general reader, you will know how the public reacts to your messages.
What’s On The Front Page Today?
Words and phrases can have a literal meaning (plain dictionary meaning) and they can be used figuratively (employing indirect meaning, like metaphors, word play, idiomatic expressions, hyperbole, etc).
Today, when a lot of information about products comes from reviews written by other consumers, it’s important to understand the effectiveness and use of figurative language in that content.
The current series of experiments* found that consumer reviews of hedonic products (related to pleasure) are more likely to use figurative or emotional language than reviews that describe utilitarian products. For example, consumer's review of a chocolate cake would use more figurative language than a review of cleaning services.
Addition To Your Bag of Tricks
It is known that user generated reviews significantly impact product evaluation, decision making, and purchase behavior but only in certain contexts.
It is important to remember (if you are directing a review) that figurative language evokes positive affect and attitudes on the consumer when we are talking about hedonic products. However, the effectiveness of a review for utilitarian consumption experience decreases when the author brightens the review with figurative language.
*‘Wii Will Rock You!’ The Use and Effect of Figurative Language in Consumer Reviews of Hedonic and Utilitarian Consumption. Ann Kronrod,Shai Danziger. Journal of Consumer Research: December 2013. {Thanks for the material}
P.S. When you’re done reading, I’d love for you to share which reviews are most effective for you? Leave a comment or Tweet me, let's chat!
P.P.S. Need some help on directing your reviews? Let's do this together.
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