Is it better to communicate product information abstractly or concretely? The role of consumer product expertise and shopping-stage mindset

Abstract

Purpose This paper aims to investigate the effect of product-related description abstractness/concreteness on perceived trustworthiness and the role of consumer product expertise and shopping-stage mindset in the persuasiveness of abstract vs concrete product descriptions. Design/methodology/approach Two online experiments were conducted: Study 1 (description abstractness – manipulated between-subject; consumer product expertise, perceived trustworthiness, purchase intent – measured), Study 2 (consumer shopping-stage mindset – manipulated between-subject; description abstractness – manipulated within-subject; consumer product expertise, perceived trustworthiness, abstract/concrete description preference – measured). Findings The negative effect of the abstractness (abstract descriptions vs the ones supplemented with relevant product details) on description trustworthiness was evidenced in Study 1. Trustworthiness was positively related to purchase intent, especially for high product expertise. Study 2 replicated the effect of product description abstractness on its trustworthiness in terms of two other forms of abstractness (abstract descriptions vs the ones supplemented with irrelevant product details and product benefits vs attributes). The goal-oriented (vs comparative) mindset had a positive effect on the benefit (vs attribute) description preference, especially for high product expertise. Practical implications For marketers, the results suggest the positive consequences of presenting concrete information on product attributes and the conditions enhancing the effectiveness of presenting product benefits. Originality/value The paper integrates the existing views on consumer response to abstract vs concrete information (lexical abstractness/concreteness, means-end chain theory) and links them to consumer product expertise and shopping-stage mindset.

Consumer-brand heuristics in luxury hotel reviews

“…At the same time, cues that allow consumers to assess the level of trustworthiness, expertise, experience and confidence of a reviewer can represent social heuristics used for decision-making (Ahmad and Guzmán, 2020; Chen et al , 2020; Trzebinski et al , 2022). Consumers can focus in this manner on both the utilitarian and symbolic brand value and precursors of functional and emotional brand relationships (Fernandes and Moreira, 2019; Fetscherin et al , 2021; Yousaf et al , 2021).…”

“…In terms of deceptive practices in online consumer reviews, authenticity and how it affects consumer perceptions of reviews is an essential factor for consideration (Chakraborty, 2019). Authenticity is real and genuine, and in the context of luxury brands, it influences image, identity, competitiveness and trust (Stiehler and Tinson, 2015; Trzebinski et al , 2022). Authenticity evaluation is based on several aspects, including individual subjective factors, heuristics, indexical and iconic cues and experiential aspects (Ewing et al , 2012).…”

(Relative) size matters: a content analysis of front-of-packaging cue proportions and hierarchies

“…Here, front of packaging is a strategic marketing tool (Chen, 2021;Ku and Chen, 2023;Rundh, 2016), situated at the critical purchasepoint where decisions are made (Jin et al, 2019). As a strategic communicator, food packaging research has examined numerous concepts, including the abstractness of product descriptions (Trzebinski et al, 2023), health attributes through nutrition labelling (Giannattasio et al, 2024;Ku and Chang, 2021) and product attributes (Ku and Chen, 2023). Yet, analysis of front-of-packaging design from a strategic brand management perspective is lacking.…”

“…In the food context, pertinent extrinsic cues pertain to branding, including mascots. Brand names enable consumers to identify quality differences and motivate social recognition (Woo and Kim, 2022), whilst brand slogans impact decision-making (Rybaczewska et al, 2020) and product descriptions are found to influence perceptions of trustworthiness and persuasiveness (Trzebinski et al, 2023). Brand mascots are a defining front-of-packaging cue used in many food categories (i.e.…”

“…, 2019). As a strategic communicator, food packaging research has examined numerous concepts, including the abstractness of product descriptions (Trzebinski et al. , 2023), health attributes through nutrition labelling (Giannattasio et al.…”