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.


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.


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


NA - Advances in Consumer Research Volume 44 | 2016

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