Remember when your sixth-grade English teacher told you it was better to write your essay with active verbs? Well, she was onto something. Wharton marketing professor Jonah Berger discusses his latest paper, “How Verb Tense Shapes Persuasion.” It was co-authored with Grant Packard, marketing professor at York University’s Schulich School of Business, and Reihane Boghrati, professor of information systems at Arizona State University’s W. P. Carey School of Business, and published in the Journal of Consumer Research.
This article first appeared on knowledge.wharton.upenn.edu
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