How Does Language Affect Consumer Psychology?

Ross School of Business · Advanced ·💰 FinTech & AI for Finance Professionals ·10mo ago

About this lesson

Prof. Banerjee's research spans a wide array of topics focusing on the intersection of language and marketing, with a particular emphasis on how language influences consumer decisions. Her work delves into the role of language in shaping how consumers process and comprehend information, highlighting the importance of decision heuristics and mental accounting in purchasing behaviors.

Original Description

Prof. Banerjee's research spans a wide array of topics focusing on the intersection of language and marketing, with a particular emphasis on how language influences consumer decisions. Her work delves into the role of language in shaping how consumers process and comprehend information, highlighting the importance of decision heuristics and mental accounting in purchasing behaviors.

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