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- Title
Artikelrezension.
- Authors
Bucher, Jan-Hendrik
- Abstract
The study "How Verb Tense Shapes Persuasion" examines how the tense of verbs affects the persuasiveness of communication. The results show that using the present tense, as opposed to the past tense, makes evaluations of products or services appear more helpful, credible, reliable, and therefore more useful. Marketing managers should take this into account when communicating in order to influence the perception of the message. For example, car manufacturers could emphasize that their car is "the car of the year" instead of saying that it "was chosen as the car of the year." Doctors could more effectively encourage their patients to follow a treatment if they say that "90% of treatments are successful" instead of saying that "90% of treatments were successful."
- Subjects
AUTOMOBILE industry; MARKETING executives; PERSUASION (Psychology); AUTOMOBILES; TENSE (Grammar)
- Publication
Marketing Review St. Gallen, 2024, Issue 1, p51
- ISSN
1865-6544
- Publication type
Article