Wii Will Rock You!” The Use and Effect of Figurative Language in Consumer Reviews of Hedonic and Utilitarian Consumption
Bibliographic Data
| ID | 11624362 |
|---|---|
| Authors | Ann Kronrod (0000-0003-1289-9861, corresponding author), Sheldon Danziger (0000-0002-7152-9273, Tel Aviv University), Shai Danziger |
| Year | 2013 |
| Volume | 40 |
| Issue | 4 |
| Pages | 726-739 |
| Publication date | 2013-07-25 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1086/671998 |
| OpenAlex | W2093021368 |
| Language | EN |
| Citations received | 40 |
| References cited | 89 |
Figurative language in advertising affects product attitudes positively across contexts. In contrast, the present research demonstrates that the use and effectiveness of figurative language in consumer-generated content is context specific, because of conversational norms unique to this form of communication. Study 1 shows that consumer reviews containing more figurative language lead to more favorable attitudes in hedonic, but not utilitarian, consumption contexts, and that conversational norms about figurative language govern this effect. Study 2 reveals that reading a review containing figurative language increases choice of hedonic over utilitarian options. Finally, via analysis of online consumer reviews and a lab experiment, studies 3 and 4 indicate that consumers use figurative language more when sharing experiences about hedonic than utilitarian consumption, and that review extremity influences figurative language use only in reviews of hedonic consumption. The studies highlight the critical role of conversational norms in interpreting and creating user-generated content
Aesthetics · Art · Business · Consumption (sociology · Linguistics · Literal and figurative language · Social science · Sociology · Consumer Behavior in Brand Consumption and Identification · Digital Communication and Language · Digital Marketing and Social Media · Marketing · Philosophy · Psychology
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| Unique citing works | 40 |
|---|---|
| Citations per year | 3,64 |
| Citation span | 2015 - 2026 (12) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 40 |