Phonetic Symbolism and Brand Name Preference
Two experiments investigated the effects of phonetic symbolism on brand name preference. Participants indicated preference for fictitious brand names for particular products (or for products with particular attributes) from word pairs that differed only on vowel sound (e.g., front vs. back vowels, or vowel sounds associated with positive vs. negative concepts). Participants preferred brand names more when the attributes connoted by the vowel sounds (e.g., small, sharp) were positive for a product category (e.g., convertible, knife), but they preferred the same names less when the attributes connoted were negative for a product category (e.g., sport utility vehicle, hammer). However, words with negative vowel sounds were least preferred regardless of product category or attribute. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..
Year of publication: |
2007
|
---|---|
Authors: | Lowrey, Tina M. ; Shrum, L. J. |
Published in: |
Journal of Consumer Research. - University of Chicago Press. - Vol. 34.2007, 3, p. 406-414
|
Publisher: |
University of Chicago Press |
Saved in:
Online Resource
Saved in favorites
Similar items by person
-
Psychological causes, correlates, and consequences of materialism
Shrum, L. J., (2021)
-
Pogacar, Ruth, (2018)
-
Mecit, Alican, (2021)
- More ...