Working Paper

How Can “I” Help “You”? The Impact of Personal Pronoun Use in Customer-Firm Agent Interactions

Grant Packard, Sarah G. Moore, and Brent McFerran

Sep 26, 2014


Examines the impact of personal pronoun use by firm agents in customer-firm interactions; demonstrates that increased self-references to “me” and “I” on the part of the firm agent are more beneficial for customer attitudes and purchase behavior.

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