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The effects of document language quality on consumer perceptions and intentions

✍ Scribed by Arancha Pedraz-Delhaes; Muhammad Aljukhadar; Sylvain Sénécal

Publisher
Wiley (John Wiley & Sons)
Year
2010
Tongue
English
Weight
150 KB
Volume
27
Category
Article
ISSN
0825-0383

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✦ Synopsis

Abstract

This article establishes a link between language quality in the documentation accompanying a product and consumers' evaluations of, and behavioural intentions towards, both the product and the manufacturer. In a laboratory experiment, 116 participants assembled a product using assembly guides with different language quality levels. Results show that language quality affects document evaluation, which spills over to the evaluations of both the product and the manufacturer. Findings also indicate that the documentation accompanying a product is a vital extrinsic cue used by consumers to evaluate both the product and the manufacturer, which implies that these documents are secondary products that add value to the primary product. Theoretical and managerial implications of these findings are discussed. Copyright © 2010 ASAC. Published by John Wiley & Sons, Ltd.

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