We Are Not the Same as You and I: Causal Effects of Minor Language Variations on Consumers' Attitudes toward Brands

By Aner Sela, S. Wheeler, Gülen Sarial‐Abi, L. Jennifer, Susan Fournier, Adam Brasel, P. V. van Lange, C. Rusbult, Christopher Langston, E. Aron and 11 more. 2012

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(I'm) Happy to Help (You): The Impact of Personal Pronoun Use in Customer–Firm Interactions (2018, background): “…“we” pronouns, wherein “we” refers to the firm and the agent, could relationally distance the agent from the customer (Fitzsimons and Kay 2004; Sela, Wheeler, and Sarial-Abi 2012), negatively affecting perceived empathy by suggesting that the agent is more a part of the firm than partner…”
How Language Shapes Word of Mouth's Impact (2017, background): “Elaboration level may also moderate endorsement style’s impact given that low-involvement people (e.g., noncustomers) are less likely to be affected by subtle language variations (Sela, Wheeler, and Sarial-Abi 2012).”
“Don't pretend to be my friend!” When an informal brand communication style backfires on social media (2017, unknown): “Prior work on consumer-brand relationships demonstrated that brand anthropomorphism often underlies consumers' responses to brand communication; that is, consumers often act toward brands as they would toward people (e.g., Aggarwal, 2004; Aggarwal & McGill, 2012; Sela et al., 2012).”