Appraisal Theory as a Linguistic Tool for Consumer Market Research

Abstract

This study makes use of Appraisal Theory as a linguistic tool in order to assess consumer feedback obtained from market research interviews. The research focuses on the utilization of resources pertaining to Attitude, Appreciation, Graduation, and Engagement. This study identifies variances in customer responses from a variety of demographic and cultural aspects, such as gender, social background, and communication styles, by investigating the manner in which these linguistic features are utilized. Despite the fact that attitude resources are accessed by everyone, the data indicate that the amount of feedback and the way it is framed varies depending on criteria such as education level and socioeconomic background. In addition, the resources for engagement are not being utilized to their full potential, which indicates that there is a want for enhanced interview procedures in order to elicit a greater number of comparative and alternative points of view. The study highlights the significance of adapting research methodology to capture the linguistic nuances of consumer input, which will ultimately result in an improvement in the accuracy and depth of consumer insights.