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Sesgos del Lenguaje en la Comunicación Comercial y cómo sabotean tu conexión con el Cliente: Evidencias Neurocientíficas sobre su Impacto en la Experiencia y Decisión del Consumidor
Resumen
El lenguaje que emplean vendedores y agentes de servicio al cliente no solo transmite información; también comunica cortesía, autenticidad, encuadres y señales sociales que moldean la experiencia del consumidor (CX) y, en última instancia, sus decisiones de compra y lealtad. Este artículo científico describe un estudio transversal con 154 encuestas (cuestionario de 8 ítems; aquí se reportan 3 dicotómicos) sobre sesgos comunicacionales/lingüísticos en ventas y servicio y su impacto percibido en la experiencia.
Los resultados muestran proporciones contundentes: 96.1% (148/154) reportó diferencias en la experiencia de compra según el tipo de lenguaje del vendedor; 96.1% (147/153) percibió expresiones vacías o mecánicas en el servicio; y 81.3% (126/155) identificó formalismo del tipo “¿Cómo estás?” sin intención genuina. Se estimaron intervalos de confianza Wilson al 95%, pruebas binomiales frente a p₀=0.50, y tamaños de efecto (Cohen’s h), todos de magnitud grande o muy grande.
A la luz de literatura 2021–2025, argumentamos que el lenguaje concreto, el language style matching, la empatía percibida y la autenticidad se asocian con mayor satisfacción, confianza e intención de recompra, aunque la estandarización y los guiones aportan eficiencia y consistencia bajo ciertos moderadores de canal y cultura. Se discuten implicaciones para rediseñar scripts, entrenar habilidades de comunicación empática verificable y ejecutar A/B tests de formulaciones lingüísticas. El reporte sigue estándares de transparencia y reporte 2021+, y delimita alcances y sesgos (p. ej., deseabilidad social, autoselección, modo online). (Packard & Berger, 2021; Ren et al., 2024; Flusberg et al., 2024; Mohamad Suhaili et al., 2021; Mittal et al., 2023).
Palabras clave
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DOI: https://doi.org/10.23857/pc.v10i9.10489
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