Two types of language bias in word of mouth

In several studies we investigate the biased use of language abstraction in word of mouth. First, a linguistic expectancy bias in word of mouth is demonstrated, where expectancy congruent product information is communicated more abstractly than expectancy incongruent information. This finding is replicated with existing (rather than fictitious) brand attitudes, and in an open response format. Our final study demonstrates a second variant of this linguistic bias, in which consumers bias linguistic behavior to match the product attitudes that are held by the receiver of the word-of-mouth communication.