Alliteration Alters: Its Influence in Perceptions Fo Product Promotions and Pricing

We investigate alliteration—the repetition of initial sounds in two or more consecutive and/or closely adjacent words—in the formation of pricing perceptions. We find that consumers evaluate alliterative presentations higher than nonalliterative presentations (i.e. 4 Fables $40 vs. 3 Fables $29) even when nonalliterative presentations represent a better deal.



Citation:

Derick Davis, Rajesh Bagchi, and Lauren Block (2012) ,"Alliteration Alters: Its Influence in Perceptions Fo Product Promotions and Pricing", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 600-601.

Authors

Derick Davis, Virginia Tech, USA
Rajesh Bagchi, Virginia Tech, USA
Lauren Block, Baruch College, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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