Marketing Value of Words: How Words Influence Consumer Decision-Making

Diana Ramazanova

Bakalářská práce

Abstract:

This bachelor's thesis examines how specific linguistic strategies influence consumer decision-making through the lens of behavioural economics, cognitive linguistics, and communication theory. The study combines concepts such as Daniel Kahneman's dualsystem thinking model, George Lakoff and Mark Johnson's theory of conceptual metaphors, and Chip and Dan Heath's concept of ‘stickiness of ideas.’ Theoretical analysis shows that effective marketing texts work on two levels: first, they activate the fast, emotional System 1, and second, they provide rational arguments for System 2. Next, conceptual metaphors are examined that fundamentally shape the perception of a product by structuring abstract concepts through concrete ones, bringing experiences to life. Finally, the SUCCESs model (Simple, Unexpected, Concrete, Credible, Emotional, Stories) is explored, which demonstrates that the memorability and stickiness of ideas is the result of the systematic integration of six principles, rather than individual techniques. In the practical part, case studies of successful campaigns (L'Oréal's ‘Because You're Worth It’ and Nike's ‘Just Do It’) confirm the theoretical framework. They show how strategic linguistic decisions create cultural phenomena that go beyond commercial messages. The development of a unique advertising campaign built specifically on all the principles studied in this work and their testing proved the effectiveness of these principles in real life.

Keywords

NLP, storytelling, advertising, decision‐making, language, influence, marketing, cognitive linguistics, conceptual metaphors, copywriting

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 1. 12. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 4. 2. 2026
• Vedoucí: PhDr. Martina Jarkovská, Ph.D.
• Oponent: Lenka Kučírková, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Business Administration