This research examines whether language markers, specifically uncertainty markers and certainty markers, have an effect on the perception of the written communication of a manager. Authoritativeness, sociability, trustworthiness ...

As humans we tend to match stimuli from different sensory modalities together. This is called ‘crossmodal correspondence’. Previous studies have already explored congruence effects. However, few studies have looked at the ...

Some meal descriptions focus on the healthy aspects of the ingredients, even though most people are led by the tastiness when choosing. The information may influence people in their choice of what to eat. Previous studies ...

Whether an object is assigned masculine or feminine grammatical gender influences how male- or female-like the object is perceived. Research on consumer behaviour indicates that congruence between gender cues, e.g. the ...

Overweight and obesity have become growing problems for the Dutch population. Therefore, healthier food choices must be promoted. However, an unhealthy = tasty intuition exists causing people to perceive healthy food as ...

The aim of this study was to examine the effect of sensory, healthy, and neutral language in L1 and L2 on the perception of plant-based products. By marketing plant-based products better, consumers may increasingly choose ...

This study is focused on business communication, in the CSR field. The effectiveness of two different communication styles (high and low context) was measured through attitude towards the brand, purchase intention and ...

To promote the consumption of healthy food, an attempt was made to find out what type of advertisement would be most effective. It was investigated to what extent health-focused, basic, or indulgent language have an effect ...

Nowadays, we live in a world were we are more often confronted with online advertisements of unhealthy food products rather than advertisements depicting healthy food. Unhealthy foods are presented in such a way that ...

This study aimed to generate knowledge on healthy food marketing through the research question; ‘how can language be used in advertisements to encourage healthy food choices?’. Research on language use in advertisements ...