https://utafitionline.com/index.php/jltcs <p>The <strong>Journal of Linguistics, Literary and Communication Studies</strong> is a high-quality open-access, peer-reviewed, and refereed multidisciplinary research journal, dedicated to serving society in the global dissemination of information through an unparalleled commitment to quality, reliability, innovation, and research work. The journal welcomes and acknowledges high-quality theoretical and empirical original research papers, case studies, review papers, literature reviews, and conceptual frameworks in the fields of Linguistics, Literature, and Communication Studies. Journal of Linguistics, Literary and Communication Studies engages its noble efforts for the development and endeavours to give you the best.</p> UTAFITI FOUNDATION en-US Journal of Linguistics, Literary and Communication Studies 2957-8477 <p><a href="https://creativecommons.org/licenses/by-nc-sa/4.0/" rel="license"><img src="https://i.creativecommons.org/l/by-nc-sa/4.0/88x31.png" alt="Creative Commons License" /></a></p> <p>This work is licensed under a <a href="https://creativecommons.org/licenses/by-nc-sa/4.0/" rel="license">Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License</a>.</p> https://utafitionline.com/index.php/jltcs/article/view/913 <p>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.</p> Lucy Mandillah Copyright (c) 2025 https://creativecommons.org/licenses/by-nc-sa/4.0 2025-01-31 2025-01-31 4 1 1 10 10.58721/jllcs.v4i1.913