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Technical nomenclature,everyday language,and consumer inference |
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| Authors: | Wu Ruomeng Shah Esta D Kardes Frank R Wyer Robert S |
| Institution: | 1.Gordon Ford College of Business, Western Kentucky University, Bowling Green, KY, USA ;2.School of Business, College of Charleston, Charleston, SC, USA ;3.Donald E. Weston Professor of Marketing, University of Cincinnati, Cincinnati, OH, USA ;4.Carl H. Lindner College of Business, University of Cincinnati, Cincinnati, OH, USA ; |
| Abstract: | Marketing Letters - The use of technical language in marketing communications has more complex effects than what the previous research suggests. Three studies show that the effect of technical... |
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