Language Research in Marketing introduces researchers to the fascinating world of linguistics and shows how to conduct meaningful language research in marketing, exploring the way language influences behavior and how language can express thoughts, emotions, and mental states in marketing contexts. The author familiarizes the reader with fundamental concepts and prominent theories in linguistics, reviews the currently available research in marketing that examines language questions, lays out a guide to conducting compelling language research in marketing, and offers exciting future directions for developing new perspectives on language within marketing research. This monograph can be used as a basic guide for beginning researchers who are interested to conduct language research in marketing, or as a summary for more seasoned researchers who already acquired linguistics education and would like to get up to date on recent streams in the research of language in marketing.
