Pampering customers with sweet talk: Negotiating politeness and (mock) conflict talk in Akan marketplace bargaining

Abstract

This study analyzes bargaining interactions recorded in Ghana's Kumasi Central Market to examine how traders employ kasadϵ (‘sweet/persuasive talk’) in transactional exchanges. Kasadϵ—a compound noun derived from kasa (‘talk’ or ‘language’) and dϵ (‘sweet’)—is a genre of market speech that simultaneously incorporates Akan norms of verbal politeness and the art of persuasion. In interviews on the metapragmatics of kasadϵ, market women highlighted their use of complimentary address forms and deference markers to pamper (krɔkrɔ) potential and recurring customers. My analysis of recorded bargaining interactions, however, revealed that traders also wield rougher, more argumentative language—a style that violates the Akan ideal of politeness and blurs the boundaries between conflict and mock conflict talk. That is, while traders reported that kasadϵ denotes good, polite speech, actual trading talk incorporates a mixture of indirect, direct, antagonistic, and deferential forms. Using two recorded bargaining interactions, this paper presents a detailed analysis of these juxtaposed forms of marketplace talk. I argue that while both styles are critical in economic exchanges—one for maintaining customer relationships, the other for protecting transactional gains—each presents interactional and transactional risks. The tension between these competing motivations creates interactional ambiguity and requires moment by moment navigation.