“Consumers Are Less Satisfied
When Service Providers Use Passive Voice”
by Todd Pezzuti
Universidad Adolfo Ibanez
https://zoom.us/j/3370698252?pwd=OWRmQ1hNNWhRWng2QnhsTENzK1hGUT09&omn=94344890166
Meeting ID: 337 069 8252
Abstract
Service providers strive to satisfy customers, yet many determinants of satisfaction lie outside their control. One factor they can control is language—specifically, the grammatical voice they use when communicating with customers. Across two field studies and six experiments, we demonstrate that consumers are more satisfied when service providers use active rather than passive voice (e.g., “I will check your order right away” vs. “Your order will be checked right away”). This effect emerges because the active voice conveys greater responsibility-taking and uses more typical, expected language, both of which enhance perceived service quality. However, the advantage of active voice disappears when agents cannot or do not take responsibility (e.g., when actions are performed by others) or when their language is atypical. These findings identify grammatical voice as a fundamental yet overlooked linguistic feature shaping customer satisfaction.
Theoretically, this work expands understanding of how syntactic elements of language influence consumer evaluations. Managerially, it offers a simple and actionable guideline: service providers should speak in the active voice to foster responsibility, familiarity, and satisfaction.
Bio
Todd Pezzuti is an Associate Professor of Marketing at Universidad Adolfo Ibáñez in Chile. His research explores how language and culture shape consumer behavior and marketing effectiveness. He has published in leading journals including the Journal of Experimental Psychology: General, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Interactive Marketing, and the Journal of International Marketing. His work has been featured in major media outlets such as The New York Times, CNN, The Guardian, and the BBC.
Originally from the United States, Todd earned his Ph.D. in Marketing from the University of California, Irvine. He now leads research on how linguistic and cultural factors influence perception and persuasion—and on the psychology of what makes people and brands “cool.”
