Factual, or Warm and Fuzzy? Why Choosing the Right Words Matters

Knowledge@Wharton: “People use words to communicate what they think, feel and believe. But for social psychologists, words can do far more than convey one’s thoughts and emotions. The right combination of words can boost persuasiveness; it can forecast which ads will prompt people to share them and thus go viral. Exposure to the right kinds of words also can spur behavioral changes; word choices can encourage readers to keep perusing long-form content. Words can even predict how well a business could do. At the second annual Behavioral Insights from Text Conference held recently at Wharton, academics from various disciplines came together to share their research on text analysis using natural language processing and related tools. Several of the studies shared a common trait: persuasiveness. Whether it is prompting someone to adopt a pet, click on an online dating profile, share content on social media or keep reading a long blog, choosing the right words can make…

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