Alliteration Alters: Its Influence in Perceptions Fo Product Promotions and Pricing

Derick Davis, Virginia Tech, USA
Rajesh Bagchi, Virginia Tech, USA
Lauren Block, Baruch College, USA
We investigate alliteration—the repetition of initial sounds in two or more consecutive and/or closely adjacent words—in the formation of pricing perceptions. We find that consumers evaluate alliterative presentations higher than nonalliterative presentations (i.e. 4 Fables $40 vs. 3 Fables $29) even when nonalliterative presentations represent a better deal.
[ to cite ]:
Derick Davis, Rajesh Bagchi, and Lauren Block (2012) ,"Alliteration Alters: Its Influence in Perceptions Fo Product Promotions and Pricing", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 600-601.