Mobilize is a Verb: The Use of Verbs and Concrete Language is Associated with Authors’ and Readers’ Perceptions of a Text’s Action Orientation and Persuasiveness

Abstract

In three studies, we focused on linguistic features characterizing texts aiming to mobilize others. In Study 1 (N = 445), participants produced a text either mobilizing others to engage in a relevant cause or expressing their thoughts about that cause, and evaluated how action oriented their text was. Mobilizing texts included more action verbs and concrete words, and participants’ evaluations of their messages were linked to these linguistic characteristics. In Studies 2 and 3 (N = 339 and N = 335), independent groups of participants evaluated texts produced in Study 1. Their perceptions of the texts’ action orientation were associated with the same linguistic features as in Study 1 and linked to the perceived effectiveness of the messages (Study 2) and, marginally, to behavioral intention (Study 3). Knowing which features increase action intentions can be used to mobilize others or to warn them when persuasive strategies are used manipulatively.