Google Or Googol? How Meanings of Sound and Spelling Processes Influence Evaluations For Brand Names

David Luna, Baruch College, CUNY, USA
Marina Carnevale, Baruch College, CUNY, USA
Dawn Lerman, Fordham University, USA
The meanings conveyed by the mere sound of a brand name may influence consumer preferences. Psycholinguistic research suggests that these effects might vary when spelling processes are taken into account. We explore how consumers auditorily process novel, non-word brand names and whether spelling the brand name correctly affects brand evaluations. Both phonetic and semantic associations to the auditorily presented brand name can lead to greater spelling accuracy. However, brand names that are processed semantically are better evaluated than those processed phonetically.
[ to cite ]:
David Luna, Marina Carnevale, and Dawn Lerman (2010) ,"Google Or Googol? How Meanings of Sound and Spelling Processes Influence Evaluations For Brand Names", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 860-862 .