How Consumption Vocabulary Directs Product Discussions: The Guiding Influence of Feature Labels on Consumers' Communication and Learning about Products in Online Communities

Philipp Scharfenberger,Jan R. Landwehr,Claire I. Tsai,Jenny L. Zimmermann,Andreas Herrmann,Ann L. McGill

How Consumption Vocabulary Directs Product Discussions: The Guiding Influence of Feature Labels on Consumers' Communication and Learning about Products in Online Communities

2020

Philipp Scharfenberger
Jan R. Landwehr
Claire I. Tsai
Jenny L. Zimmermann
Andreas Herrmann
Ann L. McGill

How Consumption Vocabulary Directs Product Discussions: The Guiding Influence of Feature Labels on Consumers' Communication and Learning about Products in Online Communities

Keywords:

Marketing research
Vocabulary
new product diffusion
Advertising
Business
Information system
Consumer behaviour
Behavioral economics
Sales promotion

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