Songs stick in our heads for all sorts of reasons, but new research finds that listeners love tunes more when one particular word is included in the lyrics. A new study by Wharton marketing professor Jonah Berger and Grant Packard, marketing professor at York University’s Schulich School of Business, zeroes in on the humble pronoun “you.” Berger joined us to talk about his paper with Packard, which is titled “Thinking of You: How Second-person Pronouns Shape Cultural Success.” (Listen to the podcast at the top of this page.) The study is part of a larger look at how precise language affects consumer behavior, with implications for marketing, sales and customer service.

各種原因使得一首歌縈繞在我們的腦海中。但新研究發現,當歌詞中包含一個特定的詞時,聽眾更喜歡聽。沃頓商學院營銷學教授喬納·伯格和紐約大學舒利奇商學院營銷學教授格蘭特·帕卡德合作完成的一項最新研究將目光聚焦在謙遜的人稱代詞“你”。該研究的標題是“思考‘你’:第二人稱代詞如何塑造文化成功”。兩位教授最近和我們討論了精確的語言如何影響消費者行為,以及市場推廣、銷售和客戶服務。