Harmony’S Affective Impact on Brand Evaluations

Recently research has demonstrated that linguistic characteristics of brand names can cognitively impact product evaluations. Across three laboratory experiments, we demonstrate that affect arising during brand exposure may also be influential in such evaluations. Results reveal that when brand exposure occurs in a situation that is conducive to creating harmony (i.e., brand names contain figurative elements and the auditory sense receptor is stimulated), positive affect arises which in turn favorably impacts consumers’ brand evaluations. Further, these effects appear to be moderated by an individual difference – consumers’ responsiveness to harmony.


Jennifer J. Argo, Monica Popa, and Malcolm C. Smith (2008) ,"Harmony’S Affective Impact on Brand Evaluations", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 8--9.


Jennifer J. Argo, University of Alberta, Canada
Monica Popa, University of Alberta, Canada
Malcolm C. Smith, University of Manitoba, Canada


LA - Latin American Advances in Consumer Research Volume 2 | 2008

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