The Effect of Phonetic Embodiment on Attitudes Towards Brand Names

Ann Kronrod, Michigan State University, USA
Tina Lowrey, HEC Paris, France
Josh Ackerman, Massachusetts Institute of Technology, USA
Combining research in phonetics and embodiment, we find that when the sounds of a brand name create backwards articulatory movement (e.g. Beko) that resembles food intake, attitudes toward the name are more positive, compared with brand names which create forward articulatory movement (e.g. Goonie) that resembles food rejection.
[ to cite ]:
Ann Kronrod, Tina Lowrey, and Josh Ackerman (2014) ,"The Effect of Phonetic Embodiment on Attitudes Towards Brand Names", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 136-140.