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A Sound Idea: Phonetic Effects of Brand Names on Consumer Judgments

A Sound Idea: Phonetic Effects of Brand Names on Consumer Judgments 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

A Sound Idea: Phonetic Effects of Brand Names on Consumer Judgments

Journal of Consumer Research , Volume 31 (1) – Jun 1, 2004

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References (28)

Publisher
Oxford University Press
Copyright
© 2004 by JOURNAL OF CONSUMER RESEARCH, Inc.
ISSN
0093-5301
eISSN
1537-5277
DOI
10.1086/383422
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Journal of Consumer ResearchOxford University Press

Published: Jun 1, 2004

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