Moral ambiguity and consumers’ language.

We know that a lot of purchase decisions are emotional rather than rational.

So what’s the best way to create an emotional engagement with your customers?

We say, “visuals attract, verbals engage.”

If you have a great logo, you’ve increased your chances that people will notice your brand.

But then your brand’s language takes over as the primary form of communication between you and your customers.

Calvin conversation

So how do you make sure your brand language connects with your consumers?

A recent study by Janet Geipel of the University of Trento in Italy sheds some light on this.

She compared people’s reactions to morally ambiguous situations in their first and second languages.

She discovered that people act less emotionally and more rationally in their second language.

Nelson Mandela articulated this decades earlier:

“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.”

So, to establish an emotional connection between your brand and your consumers, don’t just listen to what they’re saying, pay attention to how they’re saying it.

We use linguistics and psychology to help you understand your customers. We use text analytics, we write mission statements, and we (re)position your brand. If it sounds like we’re speaking your language, email Chris.