Affiliation:
1. York University associate professor of Marketing at the Schulich School of Business, , Toronto, Canada
2. University of Pennsylvania associate professor of Marketing at The Wharton School, , Philadelphia, USA
Abstract
Abstract
Over the last 50+ years, there has been a huge rise in interest in consumer language research. This manuscript spotlights the emergence and evolution of this area, identifying key themes and trends, and highlighting topics for future research. Work has evolved from exploration of broad language concepts (e.g., rhetorics) to specific linguistic features (e.g., phonemes) and from monologues (e.g., advertiser to consumer) to two-way dialogues (e.g., consumer to service representative and back). We discuss future opportunities that arise from past trends, and suggest two important shifts that prompt questions for future research: the new shift towards using voice (vs. hands) when interacting with objects, and the ongoing shift towards using hands (vs. voices) to communicate with people. By synthesizing the past, and delineating a research agenda for the future, we hope to encourage more researchers to begin to explore this burgeoning area.
Publisher
Oxford University Press (OUP)
Subject
Marketing,Economics and Econometrics,Arts and Humanities (miscellaneous),Anthropology,Business and International Management
Cited by
13 articles.
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