The Effects of Euphemism Usage in Business Contexts

Abstract

Transparency is important in today's business environment. The use of euphemisms decreases transparency yet is increasing in business and business education. This study examines the effects of euphemism on people's attitudes toward actions and their intentions to perform those actions. It also measures the effect of oversight on attitudes and behavioral intentions. Using a 2 9 2 experimental design, we measured participants' attitudes by employing a semantic differential scale and behavioral intentions by using a simple yes/no question regarding the action described. A questionnaire with 20 brief scenarios provided the euphemistic (transparent) versus non-euphemistic (less-transparent) condition. Oversight versus non-oversight conditions were manipulated through instructions to participants. Hypotheses regarding the effects of euphemism were supported; participants were both more likely to rate an action as appropriate and to indicate they would take that action when stated euphemistically. Oversight did not have a significant effect on attitude toward the action, but did significantly affect participants' intentions to take that action. Findings suggest both managerial and ethical implications for businesses. Greater transparency includes more straight talk and less euphemism and is recommended to ensure employees' understanding and implementation of ethical business actions.

“Special needs” is an ineffective euphemism

“…Most relevant to our study, vignettes have been used to examine the effectiveness of euphemisms (e.g., referencing used cars as pre-owned or bribes as soft commissions ; Gladney & Rittenberg, 2005; Rittenberg et al, 2016). However, to our knowledge, no study has examined the effectiveness of the euphemism special needs , which was our study’s goal.…”

“…Rather than speaking of economic recessions, politicians speak of minus growth ; rather than speaking of military attacks, they speak of missions (Burkhardt, 2010); rather than bribes, they speak of soft commissions (Rittenberg, Gladney, & Stephenson, 2016). Such Orwellian double-speak lives not only in the lexicons of politicians, but also the everyman.…”

Can the label ‘member’ in a loyalty program context boost customer satisfaction?

“…Given this view of the member label as a euphemism, the present study contributes to a research stream in which the impact of euphemisms is examined (e.g. Gladney and Rittenburg 2005;McGlone, Beck, and Pfiester 2006;Rittenburg, Gladney, and Stephenson 2016).…”

“…Whatever the origin of this labeling practice may be, it is clear that labels often affect perceptions (Perdue et al 1990;Rittenburg, Gladney, and Stephenson 2016). Some grocery retailers, for example, seem to have been mindful of this when they switched from the label 'blood orange' to 'red orange'.…”

Special Needs Is an Ineffective Euphemism

“…In modern day, euphemisms are often used intentionally to deceive or manipulate others. Rather than speaking of economic recessions, politicians speak of minus growth; rather than speaking of military attacks, they speak of missions (Burkhardt, 2010); rather than bribes, they speak of soft commissions (Rittenberg, Gladney, & Stephenson, 2016). Such Orwellian double-speak lives not only in the lexicons of politicians, but also the everyman.…”