Vowel Sounds Shape Level of Mental Construal: Putting the Ee in Trees and the O in Forest

Sam Maglio, New York University, USA
Cristina Rabaglia, New York University, USA
Michael Feder, New York University, USA
Madelaine Krehm, New York University, USA
Yaacov Trope, New York University, USA
Psycholinguistic research suggests that vowel sounds in words convey meaning about the objects they represent. Evidence from three studies shows that brand names with vowels produced in the back (versus front) of the mouth prompt a higher level of representation for products. This affects evaluative processing and creates preference reversals.
[ to cite ]:
Sam Maglio, Cristina Rabaglia, Michael Feder, Madelaine Krehm, and Yaacov Trope (2011) ,"Vowel Sounds Shape Level of Mental Construal: Putting the Ee in Trees and the O in Forest ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 591-592.