“遣词造句”如何影响消费者行为？——营销沟通中的语言心理效应研究综述
How do Language Factors Influence Consumer Behavior?A Literature Review of Psycholinguistic Effects inMarketing Communications
DOI: 10.16538/j.cnki.fem.2019.09.007
引用本文（GB/T 7714-2025）
[1]韩雪珂,钟科,李新宇.“遣词造句”如何影响消费者行为？——营销沟通中的语言心理效应研究综述[J/OL].外国经济与管理,2019,41(09):91-108[2026-11-11].https://doi.org/10.16538/j.cnki.fem.2019.09.007.
摘要
本文通过对营销研究中语言心理效应的有关研究进行回顾，探讨了消费者行为如何受语言因素的影响。文章分别从词、语句和其他语言因素三个类别总结了这一领域的主要研究发现，并提出一个理论框架阐释相关效应的内在机制。语言因素可以经由自动加工或受控加工两类心理过程影响消费者行为。自动加工机制包括感觉—动觉整合、概念激活、认知流畅性等；受控加工机制包括内容理解、信源感知等。最后，文章对未来研究方向进行了展望。
Language is one of the most important tools in marketing communications. How do various language factors affect consumer behavior? What is the mechanism behind these psycholinguistic effects? Researchers and marketers are both interested in these issues. This article reviews studies on psycholinguistic effects in marketing communications. Based on the classification of language factors and the mechanism, this paper constructs a theoretical framework and explores some possible research directions.
Based on the complexity of language factors, this paper divides them into three categories: words, sentences and others. Firstly, the findings on words are reviewed from the perspectives of pronunciations, semantics and visual forms; secondly, this paper summarizes and comments the literature about the rhetoric and pattern of sentences; thirdly, this paper discusses other factors such as narrations, multiple languages, and textual paralanguage.
Previous research suggests that language factors affect consumer behavior through one of the two mechanisms: automatic processing or controlled processing. Automatic processing includes sensory-motor combination, concept activation and processing fluency. Controlled processing includes content understanding and source perception.
For theoretical contribution, this paper proposes a theoretical framework of psycholinguistic effects in marketing communication. Meanwhile, the findings of this paper provide a theoretical basis for marketing managers to optimize their communication language with consumers in dimensions of the voice and semantics of brand names, rhetoric, sentence patterns, narrations, multiple languages, and textual paralanguage.
This paper attempts to propose four possible research directions which may be worth of paying attention to. Firstly, how user-generated content affects consumers’ perceptions of brands and how these effects are moderated by contextual factors are worthy of further discussion. Secondly, previous research on voice has focused more on the vocal characteristics of words. Future research can focus on the effect of auditory attributes of sentences and narrations. Finally, the interactions of text and graph are also valuable topics in the future.
关键词： 营销沟通,语言,语言心理效应,消费者行为
参考文献
1 高辉, 郝佳, 周懿瑾, 等. " 洋名”好, 还是" 土名”好?——中国仿洋和仿古品牌命名研究[J]. 商业经济与管理,2010, (10): 61-68. DOI:10.3969/j.issn.1000-2154.2010.10.008
3 刘汝萍, 马钦海, 范广伟. 社会规范标识与顾客社会规范行为意图和服务满意[J]. 管理科学,2010, (3): 53-59. DOI:10.3969/j.issn.1674-747X.2010.03.016
4 潘煜, 朱凌, 刘丹. 低介入度产品迷惑式品牌名称的原产地认知研究——以瓶装水、洗发水、服装为例[J]. 管理学报,2012, (1): 97-107. DOI:10.3969/j.issn.1672-884X.2012.01.016
5 王海忠, 王晶雪, 何云. 品牌名、原产国、价格对感知质量与购买意向的暗示作用[J]. 南开管理评论,2007, (6): 19-25, 32. DOI:10.3969/j.issn.1008-3448.2007.06.004
11 Ahluwalia R, Burnkrant R E. Answering questions about questions: A persuasion knowledge perspective for understanding the effects of rhetorical questions[J]. Journal of Consumer Research,2004, 31(1): 26-42. DOI:10.1086/383421
12 Ang S H, Lim E A C. The influence of metaphors and product type on brand personality perceptions and attitudes[J]. Journal of Advertising,2006, 35(2): 39-53. DOI:10.1080/00913367.2006.10639226
13 Argo J J, Popa M, Smith M C. The sound of brands[J]. Journal of Marketing,2010, 74(4): 97-109. DOI:10.1509/jmkg.74.4.097
14 Baxter S, Lowrey T M. Phonetic symbolism and children’s brand name preferences[J]. Journal of Consumer Marketing,2011, 28(7): 516-523. DOI:10.1108/07363761111181509
15 Baxter S M, Kulczynski A, Ilicic J. Revisiting the automaticity of phonetic symbolism effects[J]. International Journal of Research in Marketing,2014, 31(4): 448-451. DOI:10.1016/j.ijresmar.2014.08.002
16 Blankenship K L, Craig T Y. Language and persuasion: Tag questions as powerless speech or as interpreted in context[J]. Journal of Experimental Social Psychology,2007, 43(1): 112-118. DOI:10.1016/j.jesp.2005.12.012
17 Blasi D E, Wichmann S, Hammarström H, et al. Sound-meaning association biases evidenced across thousands of languages[J]. Proceedings of the National Academy of Sciences of the United States of America,2016, 113(39): 10818-10823. DOI:10.1073/pnas.1605782113
18 BradleyⅢ S D, Meeds R. The effects of sentence-level context, prior word knowledge, and need for cognition on information processing of technical language in print ads[J]. Journal of Consumer Psychology,2004, 14(3): 291-302. DOI:10.1207/s15327663jcp1403_10
19 Burnkrant R E, Howard D J. Effects of the use of introductory rhetorical questions versus statements on information processing[J]. Journal of Personality and Social Psychology,1984, 47(6): 1218-1230. DOI:10.1037/0022-3514.47.6.1218
20 Carnevale M, Luna D, Lerman D. Brand linguistics: A theory-driven framework for the study of language in branding[J]. International Journal of Research in Marketing,2017, 34(2): 572-591. DOI:10.1016/j.ijresmar.2017.01.003
21 Childers T L, Jass J. All dressed up with something to say: Effects of typeface semantic associations on brand perceptions and consumer memory[J]. Journal of Consumer Psychology,2002, 12(2): 93-106. DOI:10.1207/S15327663JCP1202_03
22 Davis D F, Bagchi R, Block L G. Alliteration alters: Phonetic overlap in promotional messages influences evaluations and choice[J]. Journal of Retailing,2016, 92(1): 1-12. DOI:10.1016/j.jretai.2015.06.002
23 Davis D F, Herr P M. From bye to buy: Homophones as a phonological route to priming[J]. Journal of Consumer Research,2014, 40(6): 1063-1077. DOI:10.1086/673960
24 Dimofte C V, Yalch R F. Consumer response to polysemous brand slogans[J]. Journal of Consumer Research,2007a, 33(4): 515-522. DOI:10.1086/510225
25 Dimofte C V, Yalch R F. The SMAART scale: A measure of individuals’ automatic access to secondary meanings in polysemous statements[J]. Journal of Consumer Psychology,2007b, 17(1): 49-58. DOI:10.1207/s15327663jcp1701_8
26 Erdem T, Swait J. Brand equity as a signaling phenomenon[J]. Journal of Consumer Psychology,1998, 7(2): 131-157. DOI:10.1207/s15327663jcp0702_02
27 Escalas J E. Narrative processing: Building consumer connections to brands[J]. Journal of Consumer Psychology,2004, 14(1-2): 168-180. DOI:10.1207/s15327663jcp1401&2_19
28 Filkuková P, Klempe S H. Rhyme as reason in commercial and social advertising[J]. Scandinavian Journal of Psychology,2013, 54(5): 423-431. DOI:10.1111/sjop.12069
29 Fitzsimons G M, Kay A C. Language and interpersonal cognition: Causal effects of variations in pronoun usage on perceptions of closeness[J]. Personality and Social Psychology Bulletin,2004, 30(5): 547-557. DOI:10.1177/0146167203262852
30 Fitzsimons G J, Shiv B. Nonconscious and contaminative effects of hypothetical questions on subsequent decision making[J]. Journal of Consumer Research,2001, 28(2): 224-238. DOI:10.1086/322899
31 Gildea P, Glucksberg S. On understanding metaphor: The role of context[J]. Journal of Verbal Learning and Verbal Behavior,1983, 22(5): 577-590. DOI:10.1016/S0022-5371(83)90355-9
32 Grinstein A, Kronrod A. Does sparing the rod spoil the child? How praising, scolding, and an assertive tone can encourage desired behaviors[J]. Journal of Marketing Research,2016, 53(3): 433-441. DOI:10.1509/jmr.14.0224
33 Hagtvedt H. The impact of incomplete typeface logos on perceptions of the firm[J]. Journal of Marketing,2011, 75(4): 86-93. DOI:10.1509/jmkg.75.4.86
34 Hagtvedt H. Promotional phrases as questions versus statements: An influence of phrase style on product evaluation[J]. Journal of Consumer Psychology,2015, 25(4): 635-641. DOI:10.1016/j.jcps.2014.12.005
35 Howard D J. Rhetorical question effects on message processing and persuasion: The role of information availability and the elicitation of judgment[J]. Journal of Experimental Social Psychology,1990, 26(3): 217-239. DOI:10.1016/0022-1031(90)90036-L
36 Janiszewski C, Van Osselaer S M J. A connectionist model of brand-quality associations[J]. Journal of Marketing Research,2000, 37(3): 331-350. DOI:10.1509/jmkr.37.3.331.18780
37 Keller K L, Heckler S E, Houston M J. The effects of brand name suggestiveness on advertising recall[J]. Journal of Marketing,1998, 62(1): 48-57. DOI:10.1177/002224299806200105
38 Keller K L, Lehmann D R. Brands and branding: Research findings and future priorities[J]. Marketing Science,2006, 25(6): 740-759. DOI:10.1287/mksc.1050.0153
39 Klink R R. Creating brand names with meaning: The use of sound symbolism[J]. Marketing Letters,2000, 11(1): 5-20. DOI:10.1023/A:1008184423824
40 Krishna A, Ahluwalia R. Language choice in advertising to bilinguals: Asymmetric effects for multinationals versus local firms[J]. Journal of Consumer Research,2008, 35(4): 692-705. DOI:10.1086/592130
41 Kronrod A, Danziger S. " Wii will rock you!” The use and effect of figurative language in consumer reviews of hedonic and utilitarian consumption[J]. Journal of Consumer Research,2013, 40(4): 726-739. DOI:10.1086/671998
42 Labroo A A, Dhar R, Schwarz N. Of frog wines and frowning watches: Semantic priming, perceptual fluency, and brand evaluation[J]. Journal of Consumer Research,2008, 34(6): 819-831. DOI:10.1086/523290
44 Lowe M L, Haws K L. Sounds big: The effects of acoustic pitch on product perceptions[J]. Journal of Marketing Research,2017, 54(2): 331-346. DOI:10.1509/jmr.14.0300
46 Lowrey T M. Psycholinguistic phenomena in marketing communications[M]. Hillsdale, New Jersey: Lawrence Erlbaum, 2006.
47 Lowrey T M, Shrum L J. Phonetic symbolism and brand name preference[J]. Journal of Consumer Research,2007, 34(3): 406-414. DOI:10.1086/518530
48 Lowrey T M, Shrum L J, Dubitsky T M. The relation between brand-name linguistic characteristics and brand-name memory[J]. Journal of Advertising,2003, 32(3): 7-17. DOI:10.1080/00913367.2003.10639137
49 Luangrath A W, Peck J, Barger V A. Textual paralanguage and its implications for marketing communications[J]. Journal of Consumer Psychology,2017, 27(1): 98-107. DOI:10.1016/j.jcps.2016.05.002
50 McCroskey J C, Combs W H. The effects of the use of analogy on attitude change and source credibility[J]. Journal of Communication,1969, 19(4): 333-339. DOI:10.1111/j.1460-2466.1969.tb00856.x
51 McGlone M S, Tofighbakhsh J. Birds of a feather flock conjointly(?): Rhyme as reason in aphorisms[J]. Psychological Science,2000, 11(5): 424-428. DOI:10.1111/1467-9280.00282
52 McGuire W J. Standing on the shoulders of ancients: Consumer research, persuasion, and figurative language[J]. Journal of Consumer Research,2000, 27(1): 109-114. DOI:10.1086/314312
53 McQuarrie E F, Mick D G. Figures of rhetoric in advertising language[J]. Journal of Consumer Research,1996, 22(4): 424-438. DOI:10.1086/209459
54 McQuarrie E F, Mick D G. Visual rhetoric in advertising: Text-interpretive, experimental, and reader-response analyses[J]. Journal of Consumer Research,1999, 26(1): 37-54. DOI:10.1086/209549
55 Meyers-Levy J. The influence of a brand name’s association set size and word frequency on brand memory[J]. Journal of Consumer Research,1989, 16(2): 197-207. DOI:10.1086/209208
56 Meyers-Levy J, Louie T A, Louie M T. How does the congruity of brand names affect evaluations of brand name extensions?[J]. Journal of Applied Psychology,1994, 79(1): 46-53. DOI:10.1037/0021-9010.79.1.46
57 Moore S G, Neal D T, Fitzsimons G J, et al. Wolves in sheep’s clothing: How and when hypothetical questions influence behavior[J]. Organizational Behavior and Human Decision Processes,2012, 117(1): 168-178. DOI:10.1016/j.obhdp.2011.08.003
58 Moors A. Automaticity: Componential, causal, and mechanistic explanations[J]. Annual Review of Psychology,2016, 67: 263-287. DOI:10.1146/annurev-psych-122414-033550
59 Morris M W, Sheldon O J, Ames D R, et al. Metaphors and the market: Consequences and preconditions of agent and object metaphors in stock market commentary[J]. Organizational Behavior and Human Decision Processes,2007, 102(2): 174-192. DOI:10.1016/j.obhdp.2006.03.001
60 Nielsen J H, Escalas J E. Easier is not always better: The moderating role of processing type on preference fluency[J]. Journal of Consumer Psychology,2010, 20(3): 295-305. DOI:10.1016/j.jcps.2010.06.016
61 Ottati V C, Renstrom R A. Metaphor and persuasive communication: A multifunctional approach[J]. Social and Personality Psychology Compass,2010, 4(9): 783-794. DOI:10.1111/j.1751-9004.2010.00292.x
62 Ottati V, Rhoads S, Graesser A C. The effect of metaphor on processing style in a persuasion task: A motivational resonance model[J]. Journal of Personality and Social Psychology,1999, 77(4): 688-697. DOI:10.1037/0022-3514.77.4.688
63 Packard G, Moore S G, McFerran B. (I’m) happy to help (you): The impact of personal pronoun use in customer-firm interactions[J]. Journal of Marketing Research,2018, 55(4): 541-555. DOI:10.1509/jmr.16.0118
64 Petty R E, Cacioppo J T, Heesacker M. Effects of rhetorical questions on persuasion: A cognitive response analysis[J]. Journal of Personality and Social Psychology,1981, 40(3): 432-440. DOI:10.1037/0022-3514.40.3.432
65 Pogacar R, Plant E, Rosulek L F, et al. Sounds good: Phonetic sound patterns in top brand names[J]. Marketing Letters,2015, 26(4): 549-563. DOI:10.1007/s11002-014-9288-z
66 Pogacar R, Shrum L J, Lowrey T M. The effects of linguistic devices on consumer information processing and persuasion: A language complexity × processing mode framework[J]. Journal of Consumer Psychology,2018, 28(4): 689-711. DOI:10.1002/jcpy.1052
67 Puntoni S, de Langhe B, van Osselaer S M J. Bilingualism and the emotional intensity of advertising language[J]. Journal of Consumer Research,2009, 35(6): 1012-1025. DOI:10.1086/595022
68 Roehm M L, Sternthal B. The moderating effect of knowledge and resources on the persuasive impact of analogies[J]. Journal of Consumer Research,2001, 28(2): 257-272. DOI:10.1086/322901
69 Schaeffner S, Koch I, Philipp A M. The role of sensory-motor modality compatibility in language processing[J]. Psychological Research,2016, 80(2): 212-223. DOI:10.1007/s00426-015-0661-1
71 Schmitt B H, Pan Y G, Tavassoli N T. Language and consumer memory: The impact of linguistic differences between Chinese and English[J]. Journal of Consumer Research,1994, 21(3): 419-431. DOI:10.1086/209408
72 Sela A, Wheeler S C, Sarial-Abi G. We are not the same as you and I: Causal effects of minor language variations on consumers’ attitudes toward brands[J]. Journal of Consumer Research,2012, 39(3): 644-661. DOI:10.1086/664972
73 Shapiro S. When an ad’s influence is beyond our conscious control: Perceptual and conceptual fluency effects caused by incidental ad exposure[J]. Journal of Consumer Research,1999, 26(1): 16-36. DOI:10.1086/209548
74 Shrum L J, Lowrey T M, Luna D, et al. Sound symbolism effects across languages: Implications for global brand names[J]. International Journal of Research in Marketing,2012, 29(3): 275-279. DOI:10.1016/j.ijresmar.2012.03.002
75 Sopory P, Dillard J P. The persuasive effects of metaphor: A meta-analysis[J]. Human Communication Research,2002, 28(3): 382-419. DOI:10.1111/j.1468-2958.2002.tb00813.x
76 Swasy J L, Munch J M. Examining the target of receiver elaborations: Rhetorical question effects on source processing and persuasion[J]. Journal of Consumer Research,1985, 11(4): 877-886. DOI:10.1086/209023
77 Tang T Y, Fang E, Wang F. Is neutral really neutral? The effects of neutral user-generated content on product sales[J]. Journal of Marketing,2014, 78(4): 41-58. DOI:10.1509/jm.13.0301
78 Topolinski S, Boecker L, Erle T M, et al. Matching between oral inward-outward movements of object names and oral movements associated with denoted objects[J]. Cognition and Emotion,2017, 31(1): 3-18. DOI:10.1080/02699931.2015.1073692
80 Vanden Bergh B G. The rekurring kase of the special-K[J]. Journal of Advertising Research,1990, 30(5): 9-12.
81 Whaley B B, Holloway R L. " Rebuttal” analogy: A theoretical note[J]. Metaphor and Symbolic Activity,1996, 11(2): 161-167. DOI:10.1207/s15327868ms1102_4
82 Whaley B B, Wagner L S. Rebuttal analogy in persuasive messages: Communicator likability and cognitive responses[J]. Journal of Language and Social Psychology,2000, 19(1): 66-84. DOI:10.1177/0261927X00019001004
83 Whorf B L. Language, thought, and reality: Selected writings of Benjamin lee Whorf[M]. Cambridge, MA: MIT Press, 1956.
84 Yorkston E, Menon G. A sound idea: Phonetic effects of brand names on consumer judgments[J]. Journal of Consumer Research,2004, 31(1): 43-51. DOI:10.1086/383422
85 Zhang S, Schmitt B H. Creating local brands in multilingual international markets[J]. Journal of Marketing Research,2001, 38(3): 313-325. DOI:10.1509/jmkr.38.3.313.18869
86 Zhang S, Schmitt B H. Activating sound and meaning: The role of language proficiency in bilingual consumer environments[J]. Journal of Consumer Research,2004, 31(1): 220-228. DOI:10.1086/383437