More formal language in online communication increases perceptions of speaker competence, according to research on discourse formality in marketing, but conversely, people are more likely to like and trust speakers who use informal language because they come across as friendlier and more approachable.
Formal language can affect consumer sentiments in cultures where it denotes honorific rank, such as Korean, because it affects the implied meaning of the communication.
<h3>How to explain the information?</h3>
The rich honorific system in Korean is one of the language's most distinguishing characteristics. Korean speakers are required to communicate at a level (deferential vs. casual) appropriate to the position of the intended audience.
Korean honorific system itself serves as a natural prime for regulatory orientation given that the context of deferential (informal) communication reflects the setting for a prevention (promotion) focus. As a result, advertisements written in an informal, deferential tone are more likely to be deemed appropriate for use with utilitarian (hedonistic) goods.
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