Abstract:

This paper focuses on the effect of entrepreneurs language style on entrepreneurs image from the perspective of consumer’s perception. The entrepreneur language style is sorted into the imagery-based language style and concept-based language style. Entrepreneurs’ image is evaluated by two dimensions, warmth and competence. The cognitive-affective system response is introduced into the system as the mediating variable to explain the impact mechanism. The results of experiment show that the consumers dominated by the images-language style arouse more affective system response and show more concern on the warmth of the entrepreneurs, while those dominated by concept-language style arouse more cognitive system response and throw more emphasis on the competence; Consumers with lower cognitive demand arouse more positive response on images-language style, while who with higher cognitive demand arouse more positive response on concept-language style.

Key words: Entrepreneur language style, Cognitive-affective system response, Entrepreneur image, Need for cognition