Effects of linguistic style on persuasiveness of word-of-mouth messages with anonymous vs. identifiable sources

Jie Chen (), Wenjian Fan, Junlong Wei and Zunli Liu
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Jie Chen: Shanghai Jiao Tong University
Wenjian Fan: Shanghai Jiao Tong University
Junlong Wei: Shanghai Jiao Tong University
Zunli Liu: Shanghai University of Engineering Science

Marketing Letters, 2022, vol. 33, issue 4, No 5, 593-605

Abstract: Abstract Online word-of-mouth messages can use either powerful or powerless linguistic styles and come from either anonymous or identifiable sources. Do differences in linguistic power affect the persuasiveness of such messages, and if so, how? We propose that the effects of linguistic style depend on the identifiability of the source. In three experiments, consumers receive word-of-mouth messages varying in linguistic style (powerful vs. powerless) and source identifiability (anonymous vs. identifiable). Across the experiments, an anonymous source paired with a powerful style and an identifiable source paired with a powerless style violate expectancy, stimulate cognitive elaboration, and enhance persuasiveness. Furthermore, need for cognition moderates this joint effect. Thus, an anonymous (identifiable) source can attract interest and gain influence by using a powerful (powerless) linguistic style. These findings shed new light on the persuasiveness of online word-of-mouth messages and show how companies can flexibly design effective word-of-mouth campaigns.

Keywords: Linguistic style; Source identifiability; Persuasiveness; Incongruity; Need for cognition (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s11002-021-09602-7

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