Brand Names and Figures of Speech: Something to Learn From Aristotle?

Recently, marketing researchers have shown that linguistic elements of brand names can have a cognitive influence on product evaluations. The current research investigates the potential role of affect. Our propositions are motivated by insights from Aristotle and recent findings in neuroscience research. In two experiments we find that brand names with certain phonetic characteristics (figures of speech) influence product evaluations via positive affect. Furthermore, we demonstrate the moderating roles of consumer’s affect intensity and the mode (i.e., auditory versus visual) they use to process the brand names. Results indicate that even today we have something to learn from Aristotle.


Jennifer Argo, Monica Popa, and Malcolm Smith (2007) ,"Brand Names and Figures of Speech: Something to Learn From Aristotle?", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research.


Jennifer Argo, University of Alberta, CANADA
Monica Popa, University of Alberta, CANADA
Malcolm Smith, University of Manitoba, CANADA


E - European Advances in Consumer Research Volume 8 | 2007

Share Proceeding

Featured papers

See More


Beyond Needs and Wants: How Networked Hyper-rational Economic Actors “Win” the Deal but “Lose” the Shopping Trip

Colin Campbell, University of San Diego, USA
Hope Schau, University of Arizona, USA

Read More


Pro-Environmental Waste Receptacle Labeling Can Increase Recycling Contamination

Jesse R. Catlin, California State University, Sacramento
Yitong Wang, University of Technology Sydney
Rommel J. Manuel, California State University, Sacramento

Read More


G9. The Voice From Afar: How Reverberation Affects Consumer Cognition

Johann Melzner, New York University, USA
Jochim Hansen, University of Salzburg

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.