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The power of language in promotion: Exploring the impact of language style and the moderating role of address forms

Author

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  • Peng, Siyu
  • Li, Chenxi
  • Tu, Xinyi
  • Fan, Xiucheng

Abstract

In online-to-offline (O2O) retailing, firms increasingly rely on digital promotions such as e-coupons to drive offline purchases. Despite their prevalence, promotional messages often fail to generate the intended consumer response. This research investigates how the language style of promotional content—affective versus cognitive—impacts e-coupon effectiveness. Using a multi-method approach that includes a randomized field experiment, a large-scale field dataset analysis, and a controlled lab experiment, we find that affective language significantly increases e-coupon redemption compared to cognitive language. This effect is sequentially mediated by heightened perceptions of warmth and closeness. Moreover, the effectiveness of affective language depends on relational context: it is stronger when paired with a friendly rather than respectful address form, and this interaction is further moderated by membership status, with the attenuation effect being weaker among premium members. These findings underscore the strategic importance of language framing in targeted promotion and highlight the value of aligning message tone with consumer relationship characteristics in O2O retailing.

Suggested Citation

  • Peng, Siyu & Li, Chenxi & Tu, Xinyi & Fan, Xiucheng, 2026. "The power of language in promotion: Exploring the impact of language style and the moderating role of address forms," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PB).
    • Handle: RePEc:eee:joreco:v:89:y:2026:i:pb:s0969698925003881
    DOI: 10.1016/j.jretconser.2025.104609
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