Language that is easier to process encourages continued reading, as does language that evokes anxious, exciting, and hopeful emotions.

Read an in-depth recap of this research here: https://www.ama.org/2023/03/21/the-challenge-of-keeping-an-audience-engaged-how-language-shapes-attention/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231152880

Reference:

Jonah Berger, Wendy W. Moe, and David A. Schweidel, “What Holds Attention? Linguistic Drivers of Engagement,” Journal of Marketing.

Narrator: Saira Salyani

Acknowledgments: Aman Soni

Topics: content marketing, digital marketing, natural language processing, online content, language, emotion

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.