Technical nomenclature, everyday language, and consumer inference

Ruomeng Wu (), Esta D. Shah, Frank R. Kardes and Robert S. Wyer
Additional contact information
Ruomeng Wu: Western Kentucky University
Esta D. Shah: College of Charleston
Frank R. Kardes: University of Cincinnati
Robert S. Wyer: University of Cincinnati

Marketing Letters, 2020, vol. 31, issue 2, No 15, 299-310

Abstract: 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 relative accessibility of these criteria in memory and the expertise of the individuals who are likely to use the product being described.

Keywords: Technical language; Accessibility; Expertise; Information processing (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/s11002-019-09511-w

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