Sounds Convey Metaphorical Meaning of Environmentally Friendly Products

Pradnya Joshi, Michigan State University, USA
Ann Kronrod, Michigan State University, USA
Tina Lowrey, HEC Paris, France
Linking research in sound symbolism and metaphor cognition, the current research suggests that silent consonants in brand names (e.g. Tichapee) convey environmental attributes of brands via associations with metaphorical attributes such as trustworthiness or purity.
[ to cite ]:
Pradnya Joshi, Ann Kronrod, and Tina Lowrey (2014) ,"Sounds Convey Metaphorical Meaning of Environmentally Friendly Products", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 789-789.