The Magic of Knowing When to Use Concrete vs. Abstract Language
When trying to make language either more concrete or more abstract, one helpful approach is to focus on either the how or the why.
Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and the author of Contagious, Invisible Influence, The Catalyst, and, most recently, Magic Words. He is an expert on natural language processing, change, social influence, word of mouth, and why products, services, and ideas catch on.
When trying to make language either more concrete or more abstract, one helpful approach is to focus on either the how or the why.
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