Properly dropped swear words can enhance product reviews, research from the Alberta School of Business at the University of Alberta found.
Describing a dishwasher as “damn quiet,” or even “darn quiet,” can enhance a reader’s evaluation, making that particular dishwasher more desirable than one without the more colourful adverb, said researcherSign up to receive daily headline news from the Calgary SUN, a division of Postmedia Network Inc.By clicking on the sign up button you consent to receive the above newsletter from Postmedia Network Inc.
“If you use swear words purposefully and minimally, they have power. When you get past four or five uses, it becomes unclear whether it isn’t just something about the reviewer’s vocabulary, or who they are as a person,” said Lafreniere. The research is another way for companies publishing online reviews to understand how some profanity can be beneficial on their platforms.Article content
The same rules do not always apply when it comes to face-to-face conversation or brand advertising, added Lafreniere.
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