The psychology of language and consumer behavior

Ruth Pogacar, Alican Mecit, L. J. Shrum, Tina M. Lowrey and Braden R. Simpson

Chapter 6 in Handbook of Social Psychology and Consumer Behavior, 2026, pp 68-82 from Edward Elgar Publishing

Abstract: This chapter explores the critical role of language in shaping consumer behavior, emphasizing how linguistic elements—such as phonetics, syntax, and tone—affect perceptions, attitudes, and consumer decision-making. It examines both marketer-to-consumer and consumer-to-consumer communications, highlighting how linguistics can impact outcomes for stakeholders such as consumers, brands, and advertisers. We outline the nature of linguistic effects, showing how the interplay between language and consumer expectations can drive persuasion and decision-making. Drawing on psycholinguistic principles, our chapter highlights how subtle variations in language structure influence marketing outcomes, often outside consumers’ conscious awareness. This work synthesizes key findings and frameworks in psycholinguistics, providing a foundation for understanding how language intersects with consumer psychology and highlighting opportunities for future research.

Keywords: Language; Linguistics; Brand names; Persuasion; Word of mouth; Psycholinguistics (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035327591
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