The effect of formal and informal second person pronouns on Dutch and German market research.
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2023-07-07
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en
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This study investigates the impact of formal (V) and informal (T) second person pronouns in a market research questionnaire on Dutch and German consumer responses to hedonic products. In order to elaborate on the preferences of Dutch and German individuals for T/V pronouns, and the potential impact of using questionnaires as research material, an experiment was conducted. A total of 120 participants were divided into four groups based on the language and the T/V condition of the questionnaire. Consumer responses, operationalized as “product attitude”, “consumer involvement”, and “purchase intention”, were measured as the dependent variables. Unlike previous research that managed to establish a relationship between the use of T/V second person pronouns and consumer behaviours, this study did not find any notable effects. The differing results might be attributed to methodological differences, as this experiment focused on examining the effect of the condition through the questionnaire format.
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