Organizational Communication in the News
Case Studies of Organizations and Organizational Communication in the Media
When Pronouns Get Personal
Whether targeting customers or prospects, marketers sometimes use pronouns that suggest a partnership between their brand and the people they’re talking to. Think of “Together, we can make a difference,” the slogan Whole Foods uses to promote bag reuse, or Wells Fargo Bank’s “Together we’ll go far” slogan. A set of experiments in press at the Journal of Consumer Research, which examined messages from banks and a health insurer, shows that these types of messages do shape attitudes toward brands, but not always as marketers intend.
Story length: 917 words
Access the full story here.
Advertisements
Creative Commons
Organizational Communication in the News by Rahul Mitra is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.
Advertisements
