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Language of Responsibility. The Influence of Linguistic Abstraction on Collective Moral Emotions
(2017)
Two experiments investigated the effects of linguistic abstractness on the experience of collective moral emotions. In Experiment 1 participants were presented with two scenarios about ingroup misbehavior, phrased using descriptive action verbs, interpretative action verbs, adjectives or nouns. The results show that participants experienced slightly more negative moral emotions with higher levels of linguistic abstractness. In Experiment 2 we also tested for the influence of national identification on the relationship between linguistic abstractness and emotional reactions. Additionally, we expanded the number of scenarios. Experiment 2 replicated the earlier pattern, but found larger differences between conditions. The strength of national identification did not moderate the observed effects. The results of this research are discussed within the context of the linguistic category model and psychology of collective moral emotions.
Verbs may be attributed to higher agency than other grammatical categories. In Study 1, we confirmed this hypothesis with archival datasets comprising verbs (N = 950) and adjectives (N = 2115). We then investigated whether verbs (vs. adjectives) increase message effectiveness. In three experiments presenting potential NGOs (Studies 2 and 3) or corporate campaigns (Study 4) in verb or adjective form, we demonstrate the hypothesized relationship. Across studies, (overall N = 721) grammatical agency consistently increased message effectiveness. Semantic agency varied across contexts by either increasing (Study 2), not affecting (Study 3), or decreasing (Study 4) the effectiveness of the message. Overall, experiments provide insights in to the meta-semantic effects of verbs – demonstrating how grammar may influence communication outcomes.