Posted by & filed under Consumer/Buyer Behavior, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy.

Description: Why do some articles captivate readers and encourage them to keep reading, while others make them lose interest after just a few sentences? And how does the content (i.e., the language used) shape whether audiences stay engaged? In a new Journal of Marketing study, we address these questions with a multi-method investigation. By utilizing natural language processing of over 600,000 reading sessions from 35,000 pieces of content, combined with controlled experiments, we illustrate how language holds attention.


Date: Mar 21, 2023


Questions for discussion:

  • Summarize the key points presented in the report.
  • What is the take-away for marketing managers as they evaluate their communications efforts?