Language abstraction in marketing communication: online reviews of product failure context

Abstract

Linguistic abstraction, an essential property of language, is present in all forms of marketing communication such as word of mouth, salesperson communication, advertisements, and consumer relations, just to name a few. Although, it is a heavily researched concept in social communication, understanding of this phenomenon in the context of consumer behavior is limited. In the context of Word of Mouth (WOM) communication Schellekens, Verlegh, and Smidts (2010) provided evidence that senders, while communicating experiences with products, systematically varied the level of abstraction in their messages based on their prior beliefs and intentions. They also reported that language abstraction in WOM could affect the message recipients. But how does use of different abstraction categories in the message affect the receiver’s attitudes and intentions? How can this phenomenon be beneficial to managers? The objective of this research was to improve our understanding of the effect of language abstraction in online WOM messages on receiver outcomes by drawing from principles of LCM theory and information processing theory. Empirical studies reveal that an increase in the abstraction level in eWOM about product failure can lead to systematic changes in receiver outcomes. Further, we broaden the scope of LCM research that has, till now, been limited to interpersonal communication, to firm level communication by providing evidence that controlling the abstraction level in firm communication during negative events like product failure can reduce negative evaluations. Our research contributes to theory by exploring language abstraction as a new dimension in marketing communication and outlines implications for managers.