How Concrete Language Shapes Customer Satisfaction

LIWC Research Series:

Consumers are often frustrated by customer service. But can a simple shift in language help improve customer satisfaction? The authors suggest that linguistic concreteness—the tangibility, specificity, or imaginability of words employees use when speaking to customers—can shape consumer attitudes and behaviors.

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Grant Packard, Jonah Berger, How Concrete Language Shapes Customer Satisfaction, Journal of Consumer Research, Volume 47, Issue 5, February 2021, Pages 787–806,