- View PDF
Under a Creative Commons license
Open access
Highlights
•
Conversational human voice (CHV) is commonly adopted in online brand communication.
•The operationalization of CHV in previous research differs substantially.
•The perception of CHV depends on the linguistic elements used in a brand message.
•The taxonomy of linguistic elements is valuable for researchers and practitioners.
Abstract
The conversational human voice (CHV) is an extensively studied and adopted communication style in online brand communication. However, in previous research the way in which CHV is operationalized differs considerably: the type and the number of linguistic elements used to establish a sense of CHV in online brand messages varies. Moreover, it is still unknown how CHV operationalizations contribute to consumers’ perceptions of CHV, which consequently could affect their evaluation regarding the message and the brand. In this paper, we addressed these issues by conducting an integrative literature review and a perception experiment, and consequently present a taxonomy of linguistic elements related to message personalization, informal speech, and invitational rhetoric that can be used to operationalize CHV systematically in future studies in online brand communication. Directions for future research and managerial implications are discussed.
Keywords
Communication style
Conversational human voice
Linguistic elements
Social media
Brand communication
Cited by (0)
© 2021 The Author(s). Published by Elsevier Inc.
Abstract
This paper defines hedonic consumption as those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of product usage experience. After delineating these concepts, their theoretical antecedents are traced, followed by a discussion of differences between the traditional and hedonic views, methodological implications of the latter approach, and behavioral propositions in four substantive areas relevant to hedonic consumption-mental constructs, product classes, product usage and individual differences. Conclusions concern the usefulness of the hedonic perspective in supplementing and extending marketing research on consumer behavior.
Journal Information
The Journal of Marketing (JM) develops and disseminates knowledge about real-world marketing questions relevant to scholars, educators, managers, consumers, policy makers and other societal stakeholders. It is the premier outlet for substantive research in marketing. Since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline?
Publisher Information
Sara Miller McCune founded SAGE Publishing in 1965 to support the dissemination of usable knowledge and educate a global community. SAGE is a leading international provider of innovative, high-quality content publishing more than 900 journals and over 800 new books each year, spanning a wide range of subject areas. A growing selection of library products includes archives, data, case studies and video. SAGE remains majority owned by our founder and after her lifetime will become owned by a charitable trust that secures the company’s continued independence. Principal offices are located in Los Angeles, London, New Delhi, Singapore, Washington DC and Melbourne. www.sagepublishing.com
Rights & Usage
This item is part of a JSTOR Collection.
For terms and use, please refer to our Terms and Conditions
Journal of Marketing
Request Permissions
journal article
Product/Consumption-Based Affective Responses and Postpurchase ProcessesJournal of Marketing Research
Vol. 24, No. 3 (Aug., 1987)
, pp. 258-270 (13 pages)
Published By: Sage Publications, Inc.
//doi.org/10.2307/3151636
//www.jstor.org/stable/3151636
Read and download
Log in through your school or library
Alternate access options
For independent researchers
Read Online
Read 100 articles/month free
Subscribe to JPASS
Unlimited reading + 10 downloads
Purchase article
$41.50 - Download now and later
Read Online (Free) relies on page scans, which are not currently available to screen readers. To access this article, please contact JSTOR User Support. We'll provide a PDF copy for your screen reader.With a personal account, you can read up to 100 articles each month for free.
Already have an account? Log in
Monthly Plan
- Access everything in the JPASS collection
- Read the full-text of every article
- Download up to 10 article PDFs to save and keep
Yearly Plan
- Access everything in the JPASS collection
- Read the full-text of every article
- Download up to 120 article PDFs to save and keep
Purchase a PDF
Purchase this article for $41.50 USD.
How does it work?
- Select the purchase option.
- Check out using a credit card or bank account with PayPal.
- Read your article online and download the PDF from your email or your account.
Abstract
The author examines consumer affective responses to product/consumption experiences and their relationship to selected aspects of postpurchase processes. In separate field studies of automobile owners and CATV subscribers, subjects reported the nature and frequency of emotional experiences in connection with product ownership and usage. Analysis confirms hypotheses about the existence of independent dimensions of positive and negative affect. Both dimensions of affective response are found directly related to the favorability of consumer satisfaction judgments, extent of seller-directed complaint behavior, and extent of word-of-mouth transmission.
Journal Information
JMR publishes articles representing the entire spectrum of research in marketing, ranging from analytical models of marketing phenomena to descriptive and case studies.
Publisher Information
Sara Miller McCune founded SAGE Publishing in 1965 to support the dissemination of usable knowledge and educate a global community. SAGE is a leading international provider of innovative, high-quality content publishing more than 900 journals and over 800 new books each year, spanning a wide range of subject areas. A growing selection of library products includes archives, data, case studies and video. SAGE remains majority owned by our founder and after her lifetime will become owned by a charitable trust that secures the company’s continued independence. Principal offices are located in Los Angeles, London, New Delhi, Singapore, Washington DC and Melbourne. www.sagepublishing.com
Rights & Usage
This item is part of a JSTOR Collection.
For terms and use, please refer to our Terms and Conditions
Journal of Marketing Research
Request Permissions