"I" Am More Concrete Than "We": Linguistic Abstraction and First-Person Pronoun Usage

There has been much discussion around when people use "I" versus "we" pronouns, and abstract versus concrete communications, as well as how each of these can shape communication effectiveness. In the current research we bring together these separate research streams. Drawing on research arguing that abstract and concrete language are linked with communicative scope, we argue for an association between linguistic abstractness and personal pronoun usage. Across three archival data sets and two experiments, we find support for this association: Speakers who use more concrete language also use more first person singular (vs. plural) pronouns. In two follow-up studies we further find that this association can impact message effectiveness, such that using more first person singular than plural pronouns is increasingly ineffective when using abstract rather than concrete language, and using more concrete language is increasingly effective when using first-person singular rather than plural pronouns. By illustrating the link between linguistic abstraction and pronoun use, we offer insights into previously documented phenomena and suggest a key way of enhancing communication effectiveness.