Want an inexpensive way to bolster customer satisfaction and sell more? Use concrete language.
That was the finding from “How Concrete Language Shapes Customer Satisfaction” (2020) by Grant Packard and Jonah Berger.
In the study, Packard and Berger tested whether referring to items using abstract (e.g. “pants”) vs. concrete (e.g. “blue jeans”) descriptors impacted satisfaction, willingness to buy and purchase behaviour.
Abstract language is the realm of the...
I currently have 11,212 unread emails in my inbox. They are unread because I have looked at the subject line or sender and decided not to bother opening them.
Some people aim for "inbox zero" - and if that's you I understand my confession may have rocked your world - but I'm totally okay with how I keep on top of what's important.
Or more particularly, what I think is important, because whomever crafted their message to me certainly thought it should be important.
Which brings us to the...
Google's consumer insights team wanted to "understand how consumers make decisions in an online environment of abundant choice and limitless information."
They found that "people deal with scale and complexity by using cognitive biases encoded deep in their psychology."
As consumers cycle through exploration and evaluation phases of their decision, they rely on the following six cognitive biases: