How Prolific Sellers Self-Present: Dissecting the Communication Patterns of 1.6 Million Reverb Listings

Abstract

The current paper draws on self-presentation theory and warranting theory to evaluate how the language patterns in an online marketplace reflect seller status (i.e., a prolific seller versus an everyday seller). Using 1.6 million musical instrument listings from Reverb.com in search of content, style, and structural differences in seller product descriptions, the evidence suggested prolific sellers tend to focus more on objective and functional aspects of a product (e.g., its features and specifications) and less on subjective characteristics like tone, relative to everyday sellers. Prolific sellers also communicated in a more narrative-like style, which was driven by an elevated use of personal pronouns, and they used longer descriptions than everyday sellers. Therefore, what prolific sellers focus on tends to be quite technical, but how they communicate this information is typical of a story that is told to potential buyers. Implications for self-presentation theory and warranting theory are discussed.