Snyre for your nasal congestion: Using phonesthemes to imbue non-word brand names with meaning

IF 4 2区管理学 Q2 BUSINESS

Journal of Consumer Psychology Pub Date : 2023-11-10 DOI:10.1002/jcpy.1396

Stacey Brennan, Jasmina Ilicic, Shai Danziger

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引用次数: 0

Abstract

A brand name is a fundamental component of a brand's identity. This research introduces a novel linguistic tool for brand name creation: phonesthemes—sound and spelling letter clusters that are associated with one dominant meaning. For instance, sn, one of over 140 phonesthemes in English, consistently appears in words related to the nose or breathing (sneeze, sniff, snort). Six experiments reveal positive effects of phonesthemic non-word brand names (e.g., Glif; gl-; e.g., glow, glimmer; meaning “light”) on consumer preference, attitude, purchase intent, and choice when the dominant meaning activated by the phonestheme is semantically congruent with the product category or product attribute (e.g., luminant car wax), due to enhanced processing fluency. Phonological (sound) and orthographic (spelling) priming are eliminated as alternative explanations for the phenomenon. This research advances psycholinguistic research in marketing and the emerging area of brand linguistics by broadening the focus beyond brand name phonology.

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治疗鼻塞的 Snyre使用音素赋予非文字品牌名称意义

品牌名称是品牌识别的基本组成部分。这项研究为品牌名称的创建引入了一种新颖的语言工具：音素--与一个主要含义相关联的音和拼写字母群。例如，"sn "是英语中 140 多个音素之一，经常出现在与鼻子或呼吸有关的单词中（sneeze、sniff、snort）。六项实验显示，当音素激活的主导含义与产品类别或产品属性（如发光汽车蜡）在语义上一致时，音素非词品牌名称（如 Glif；gl-；如 glow、glimmer；意为 "光"）会对消费者的偏好、态度、购买意向和选择产生积极影响，这是由于加工流畅性增强所致。语音（声音）和正字法（拼写）引物被排除在对这一现象的其他解释之外。这项研究将重点从品牌名称语音学扩展到了市场营销中的心理语言学研究和新兴的品牌语言学领域。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Consumer Psychology Multiple-

CiteScore

8.40

自引率

14.60%

发文量

期刊介绍： The Journal of Consumer Psychology is devoted to psychological perspectives on the study of the consumer. It publishes articles that contribute both theoretically and empirically to an understanding of psychological processes underlying consumers thoughts, feelings, decisions, and behaviors. Areas of emphasis include, but are not limited to, consumer judgment and decision processes, attitude formation and change, reactions to persuasive communications, affective experiences, consumer information processing, consumer-brand relationships, affective, cognitive, and motivational determinants of consumer behavior, family and group decision processes, and cultural and individual differences in consumer behavior.