Cultural items that use more second-person pronouns are liked & purchased more: Rather than addressing the audience, communicating norms, or encouraging perspective taking, second-person pronouns help us think of someone in our lives

Thinking of You: How Second-Person Pronouns Shape Cultural Success. Grant Packard, Jonah Berger. Psychological Science, February 26, 2020. https://doi.org/10.1177/0956797620902380

Abstract: Why do some cultural items succeed and others fail? Some scholars have argued that one function of the narrative arts is to facilitate feelings of social connection. If this is true, cultural items that activate personal connections should be more successful. The present research tested this possibility in the context of second-person pronouns. We argue that rather than directly addressing the audience, communicating norms, or encouraging perspective taking, second-person pronouns can encourage audiences to think of someone in their own lives. Textual analysis of songs ranked in the Billboard charts (N = 4,200), as well as controlled experiments (total N = 2,921), support this possibility, demonstrating that cultural items that use more second-person pronouns are liked and purchased more. These findings demonstrate a novel way in which second-person pronouns make meaning, how pronouns’ situated use (object case vs. subject case) may shape this meaning, and how psychological factors shape the success of narrative arts.

Keywords: language, pronouns, psychological foundations of culture, arts and entertainment, open data, open materials, preregistered