The present research examines language abstraction as a method to systematically analyse word of mouth. First, we build on previous research on the systematic bias in the use of language abstraction in communication about human behavior, by revealing biased language use about objects. The first studies demonstrate that a negative word of mouth experience is described more abstractly by a consumer with an unfavorable (vs. favorable) product opinion. Second, we reveal how language abstraction influences a receiver¿s inferences about the product attitude of the consumer who is sending word of mouth, and how language abstraction influences the impact of word of mouth on the receiving consumer. Third, we extend previous research by ruling out the valence of the language as a possible alternative explanation for the use of abstract versus concrete language, and for the impact of this language on receivers.