Testing Phonetic Symbolism Effects on Brand Name Preference For Bilinguals ACRoss Multiple Languages

L.J. Shrum, University of Texas at San Antonio, USA
Tina M. Lowrey, University of Texas at San Antonio, USA
David Luna, Baruch College, USA
Dawn Lerman, Min Liu, Fordham University, USA; University of Texas at San Antonio, USA
Three experiments investigated the effects of phonetic symbolism on brand name preference. Bilingual participants in English and either French, Spanish or Chinese showed consistent preference in connecting words with front/back vowel sounds to specific product categories. The results were unaffected by language presentations or participants’ language proficiency.
[ to cite ]:
L.J. Shrum, Tina M. Lowrey, David Luna, and Dawn Lerman, Min Liu (2011) ,"Testing Phonetic Symbolism Effects on Brand Name Preference For Bilinguals ACRoss Multiple Languages", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.