Hear Is the Thing: the Influence of Sound-To-Writing Correspondence on Brand Name Processing

Consumer research suggests that the sound of a brand name may influence consumer preferences. We explore how consumer auditorily process novel, non-word brand names and whether spelling the brand name correctly (e.g., when typing the name on a web browser) affects brand evaluations. Building on psycholinguistic research, we present the results of two empirical studies that investigate the underlying mechanisms of sound and sound-to-writing processing. Both phonetic and semantic associations to the auditorily presented brand name can lead to greater spelling accuracy.


David Luna, Marina Carnevale, and Dawn Lerman (2009) ,"Hear Is the Thing: the Influence of Sound-To-Writing Correspondence on Brand Name Processing", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 965-965.


David Luna, Baruch College, USA
Marina Carnevale, Baruch College, USA
Dawn Lerman, Fordham University, USA


NA - Advances in Consumer Research Volume 36 | 2009

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