Hear Is the Thing: the Influence of Sound-To-Writing Correspondence on Brand Name Processing

David Luna, Baruch College, USA
Marina Carnevale, Baruch College, USA
Dawn Lerman, Fordham University, USA
Consumer research suggests that the sound of a brand name may influence consumer preferences. We explore how consumer auditorily process novel, non-word brand names and whether spelling the brand name correctly (e.g., when typing the name on a web browser) affects brand evaluations. Building on psycholinguistic research, we present the results of two empirical studies that investigate the underlying mechanisms of sound and sound-to-writing processing. Both phonetic and semantic associations to the auditorily presented brand name can lead to greater spelling accuracy.
[ to cite ]:
David Luna, Marina Carnevale, and Dawn Lerman (2009) ,"Hear Is the Thing: the Influence of Sound-To-Writing Correspondence on Brand Name Processing", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 965-965.