Second Person Pronouns Enhance Consumer Involvement and Brand Attitude

Andrews, 1990, A Framework for Conceptualizing and Measuring the Involvement Construct in Advertising Research, Journal of Advertising, 19, 27, 10.1080/00913367.1990.10673198 Berger, 2012, What Makes Online Content Viral?, Journal of Marketing Research, 49, 192, 10.1509/jmr.10.0353 Bower, 1979, Remembering Information Related to One's Self, Journal of Research in Personality, 13, 420, 10.1016/0092-6566(79)90005-9 Brewer, 1996, Who Is This “We”? Levels of Collective Identity and Self-representations, Journal of Personality and Social Psychology, 71, 83, 10.1037/0022-3514.71.1.83 Brown, 1960, The Pronouns of Power and Solidarity, 253 Chung, 2007, The Psychological Functions of Words, 343 Debevec, 1988, Self-referencing as a Mediator of the Effectiveness of Sex-role Portrayals in Advertising, Psychology and Marketing, 5, 71, 10.1002/mar.4220050106 Debevec, 1992, Self-referent Processing in Perceptions of Verbal and Visual Commercial Information, Journal of Consumer Psychology, 1, 83, 10.1016/S1057-7408(08)80046-0 de Vries, 2012, Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing, Journal of Interactive Marketing, 26, 83, 10.1016/j.intmar.2012.01.003 Han, 1994, Persuasion and Culture: Advertising Appeals in Individualistic and Collectivistic Societies, Journal of Experimental Social Psychology, 30, 326, 10.1006/jesp.1994.1016 Hayes, 2013 Hofstede, 2001 Hofstede, 2010 Hollebeek, 2011, Demystifying Customer Brand Engagement: Exploring the Loyalty Nexus, Journal of Marketing Management, 27, 785, 10.1080/0267257X.2010.500132 Hollebeek, 2014, Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation, Journal of Interactive Marketing, 26, 149, 10.1016/j.intmar.2013.12.002 Kachersky, 2013, How Personal Pronouns Influence Brand Name Preference, Journal of Brand Management, 20, 558, 10.1057/bm.2012.61 Markus, 1991, Culture and the Self: Implications for Cognition, Emotion, and Motivation, Psychological Review, 98, 224, 10.1037/0033-295X.98.2.224 Martin, 2004, The Influence of Ad Model Ethnicity and Self-referencing upon Attitudes: Evidence from New Zealand, Journal of Advertising, 33, 27, 10.1080/00913367.2004.10639172 Mittal, 1989, A Causal Model of Consumer Involvement, Journal of Economic Psychology, 10, 363, 10.1016/0167-4870(89)90030-5 Mochon, 2017, What Are Likes Worth? A Facebook Page Field Experiment, Journal of Marketing Research, 54, 306, 10.1509/jmr.15.0409 Moorman Moorman Oppenheimer, 2009, Instructional Manipulation Checks: Detecting Satisficing to Increase Statistical Power, Journal of Experimental Social Psychology, 45, 867, 10.1016/j.jesp.2009.03.009 Packard, 2014, How Can “I” Help “You”? The Impact of Personal Pronoun Use in Customer–Firm Agent Interactions Pennebaker, 2011 Rampton Richins, 1986, After the New Wears Off: The Temporal Context of Product Involvement, Journal of Consumer Research, 13, 280, 10.1086/209067 Roberts, 2003 Rogers, 1977, Self-reference and the Encoding of Personal Information, Journal of Personality and Social Psychology, 25, 677, 10.1037/0022-3514.35.9.677 Sahni, 2016, Do Targeted Discount Offers Serve as Advertising? Evidence from 70 Field Experiments, Management Science, 10.1287/mnsc.2016.2450 Sashi, 2012, Customer Engagement, Buyer–Seller Relationships, and Social Media, Management Decisions, 50, 253, 10.1108/00251741211203551 Sela, 2012, We Are Not the Same as You and I: Causal Effects of Minor Language Variations on Consumers' Attitudes Toward Brands, Journal of Consumer Research, 39, 644, 10.1086/664972 Soares, 2007, Hofstede's Dimensions of Culture in International Marketing Studies, Journal of Business Research, 60, 277, 10.1016/j.jbusres.2006.10.018 Spiller, 2013, Spotlights, Floodlights, and the Magic Number Zero: Simple Effects Tests in Moderated Regression, Journal of Marketing Research, 50, 277, 10.1509/jmr.12.0420 Steenkamp, 1999, A Cross-national Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness, Journal of Marketing, 63, 55, 10.2307/1251945 Taylor, 2011, Friends, Fans, and Followers: Do Ads Work on Social Networks?, Journal of Advertising Research, 51, 258, 10.2501/JAR-51-1-258-275 Torres, 2007, Identification Effects on Advertising Response. The Moderating Role of Involvement, Journal of Advertising, 36, 97, 10.2753/JOA0091-3367360307 Triandis, 1988, Individualism and Collectivism: Cross-cultural Perspectives on Self–Ingroup Relationships, Journal of Personality and Social Psychology, 54, 323, 10.1037/0022-3514.54.2.323 Triandis, 1990, Multimethod Probes of Individualism and Collectivism, Journal of Personality and Social Psychology, 59, 1006, 10.1037/0022-3514.59.5.1006 Triandis, 1998, Converging Measurement of Horizontal and Vertical Individualism and Collectivism, Journal of Personality and Social Psychology, 74, 118, 10.1037/0022-3514.74.1.118 Uskul, 2010, When Message-frame Fits Salient Cultural-frame, Messages Feel More Persuasive, Psychology & Health, 25, 321, 10.1080/08870440902759156 Vesanen, 2007, What is Personalization? A Conceptual Framework, European Journal of Marketing, 41, 409, 10.1108/03090560710737534 Yalch, 1984, Limitation of Self-referencing as a Persuasion Strategy, 71 Yoo, 2011, Measuring Hofstede's Five Dimensions of Cultural Values at the Individual Level: Development and Validation of CVSCALE, Journal of International Consumer Marketing, 23, 193 Zaichkowsky, 1985, Measuring the Involvement Construct, Journal of Consumer Research, 12, 341, 10.1086/208520 Zaichkowsky, 1994, The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising, Journal of Advertising, 23, 59, 10.1080/00913367.1943.10673459 Zheng, 2015, Building Brand Loyalty Through User Engagement in Online Brand Communities in Social Networking Sites, Information Technology & People, 28, 90, 10.1108/ITP-08-2013-0144