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

In three studies, we investigated the role of linguistic features characterizing texts aiming to mobilize others. In Study 1 (N = 728), participants produced a leaflet either mobilizing others to engage in an action or expressing their thoughts about that action, and evaluated how action-oriented their text was. Mobilizing texts included more verbs and concrete words, and the presence of these linguistic characteristics was positively linked to participants’ evaluations of their messages as action-oriented. In Studies 2 and 3 (N = 557 and N = 556), independent groups of participants evaluated texts produced in Study 1. Readers’ perceptions of texts as action-oriented were associated with the same linguistic features as in Study 1 and further positively linked to perceived message effectiveness (Study 2) and behavioral intention (Study 3). The studies reveal how encoding and decoding of verbs and concrete words serve as distinct persuasive tools in calls to action.