Technical nomenclature, everyday language, and consumer inference

Volume: 31, Issue: 2, Pages: 299 - 310
Published: Sep 1, 2020
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...
Paper Details
Title
Technical nomenclature, everyday language, and consumer inference
Published Date
Sep 1, 2020
Volume
31
Issue
2
Pages
299 - 310
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