Vipiz Is Fast, Vopoz Is Slow: Phonetic Symbolism Is the Way to Go!

We examine the effect of phonological awareness (ability to identify sounds in words) on children’s product evaluations, following exposure to a phonetically manipulated brand name (e.g., Vipiz/Vopoz). We demonstrate that priming children to undertake sound-based processing of marketing stimuli will enhance phonetic symbolism effects for those with low phonological awareness.



Citation:

Stacey Baxter, Jasmina Ilicic, Alicia Kulczynski, and Tina M. Lowrey (2016) ,"Vipiz Is Fast, Vopoz Is Slow: Phonetic Symbolism Is the Way to Go!", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 32-36.

Authors

Stacey Baxter, University of Newcastle
Jasmina Ilicic, Monash University, Australia
Alicia Kulczynski, University of Newcastle
Tina M. Lowrey, HEC Paris, France



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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