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A Sound Idea: Phonetic Effects of Brand Names on Consumer Judgments
Open accessAbstract
In this article we examine a phenomenon known as sound symbolism, where the sound of a word conveys meanings. Specifically, brand names are composed of individual sounds called phonemes and we investigate how this phonetic structure of brand names affects a consumer's evaluation of products and their underlying attributes. We demonstrate that consumers use information they gather from phonemes in brand names to infer product attributes and to evaluate brands. We also demonstrate that the manner in which phonetic effects of brand names manifest is automatic in as much as it is uncontrollable, outside awareness and effortless.
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Cites
An Examination of Consumer Decision Making for a Common Repeat Purchase Product
Hoyer, W. D. (1984) · Journal of Consumer Research · doi:10.1086/209017 · Cited by 776
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Revisiting gender differences: what we know and what lies ahead.
Meyers‐Levy, J., & Loken, B. (2015) · Journal of Consumer Psychology · doi:10.1016/j.jcps.2014.06.003 · Cited by 614
Biswas, D., Lund, K., & Szocs, C. (2019) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-018-0583-8 · Cited by 267
Krishnamurthy, S., & Kucuk, S. U. (2009) · Journal of Business Research · doi:10.1016/j.jbusres.2008.09.003 · Cited by 261
That Sounds Sweet: Using Cross‐Modal Correspondences to Communicate Gustatory Attributes
Knoeferle, K. M., Woods, A., Käppler, F., & Spence, C. (2015) · Psychology & Marketing · doi:10.1002/mar.20766 · Cited by 137
Metadata
- Authors
- Yorkston, E., & Menon, G.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2004-06
- Volume
- 31
- Issue
- 1
- Pages
- 43-51
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2165095106
- Cited by
- 377
- References
- 1
- FWCI
- 15.51
- Type
- journal article
- Language
- en
- Open access
- bronze
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
