Art and science talk different. The effect of language abstractness-concreteness on liking of artistic and scientific products

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-06-24 DOI:10.1016/j.jbusres.2025.115559

Gaetano “Nino” Miceli, Ernesto Cardamone, Maria Antonietta Raimondo

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引用次数: 0

Abstract

Bridging the research streams on the promotion of artistic and scientific products and on language dimensions, we propose that language abstractness vs. concreteness has differential effects on consumer liking of products depending on the product domain – artistic vs. scientific. Using different research designs and data, we found that more abstract language leads to more favorable consumer evaluations of artistic products, while more concrete language enhances consumer liking of scientific products. The perceived fit between the communication style and the product domain drives this effect. Our research contributes to the two fields by investigating the effect of a relevant and actionable language dimension – abstractness vs. concreteness – and clarifying the mechanism explaining this effect. We discuss implications of our findings for theory and practice, demonstrating that carefully chosen words can enhance consumer appreciation of artistic and scientific products.

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艺术和科学不同。语言抽象-具象对艺术与科技产品喜爱的影响

结合艺术和科学产品推广以及语言维度的研究流，我们提出语言抽象性与具体性对消费者对产品的喜爱有不同的影响，这取决于产品领域——艺术与科学。使用不同的研究设计和数据，我们发现更抽象的语言会导致消费者对艺术产品的评价更有利，而更具体的语言会增加消费者对科学产品的喜爱。沟通风格和产品领域之间的感知契合驱动了这种效果。我们的研究通过探讨一个相关的和可操作的语言维度——抽象性与具体性的影响，并阐明解释这种影响的机制，为这两个领域做出了贡献。我们讨论了我们的发现对理论和实践的影响，证明精心选择的词语可以提高消费者对艺术和科学产品的欣赏。

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.