Phonetic Symbolism and Brand Name Preferences in French and English

This paper reviews an experiment conducted among French-English bilinguals at an English-language business school in France. The main purpose of the experiment was to determine whether phonetic symbolism effects obtained in past research (Lowrey & Shrum, forthcoming) would manifest themselves in languages other than English. In addition, another factor investigated included processing in one's native language vs. a 2nd language (Luna & Peracchio, 2005). A total of 54 students participated in a 2 (language) by 2 (product category) replication and extension of previous research, and results indicated a significant main effect for product category (as previously obtained) and a significant interaction between language and product category).


Tina Lowrey, Dawn Lerman, and David Luna (2007) ,"Phonetic Symbolism and Brand Name Preferences in French and English", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 118-119.


Tina Lowrey, University of Texas at San Antonio, USA
Dawn Lerman, Fordham University, USA
David Luna, Baruch College, USA


E - European Advances in Consumer Research Volume 8 | 2007

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