When consumers talk to each other about products, they generally respond more favorably to abstract language than concrete descriptions, according to a new study. When consumers talk to each other ...

When it comes to communication, words get it done. Words can sell, excite, inflame, prompt sacrifice, mend hearts, and that’s not even the beginning. People remember leaders for their words. The right ...

Language comes in many forms. An activity such as reading a newspaper, for example, can be described in concrete terms (“flipping pages,” “processing words”) or it can be described in the abstract ...

When consumers talk to each other about products, they generally respond more favorably to abstract language than concrete descriptions, according to a new study in the Journal of Consumer Research.