Psycho-Linguistic Communication Strategies Employed by Second-Hand Clothing Vendors to Influence Consumer Buying Behaviour at Gikomba Market, Kenya

Abstract

Language plays a critical role in communication, shaping and being shaped by cognitive processes and contextual meaning. This study explores the psycho-linguistic communication strategies (PLCS) used by second-hand clothing (SHC) sellers/vendors at Gikomba Market in Nairobi, Kenya to influence buyer behaviour. Despite the growing popularity of SHC, research on language use in this sector remains scarce and inconclusive. This study examines how SHC sellers use language to engage and persuade customers in a competitive marketplace. The study seeks to identify the PLCS used by sellers, evaluate their impact on buyer behaviour, and assess their effectiveness in influencing consumer decisions. Guided by Robert Cialdini’s psycho-linguistic theory, the research adopts qualitative methods, including observation and in-depth interviews with 20 SHC vendors and 10 consumers. Data were analysed thematically to identify recurring communication strategies. The findings reveal that vendors employ strategies such as code-switching, deceptive pricing, repetition, narratives, hyperbole, and euphemism to attract buyers. These techniques create a sense of urgency, pride, and cultural connection, which significantly influence purchasing decisions. The study is limited to a specific market (Gikomba) and population, restricting generalisability. Further research is needed to explore PLCS in diverse contexts and their long-term impact on buyer behaviour. The study findings offer valuable insights into consumer behaviour in informal markets, highlighting the role of language in marketing and informing future research. It also provides a basis for vendor training programmes to improve customer engagement and sales in competitive settings.