Google Or Googol? How Meanings of Sound and Spelling Processes Influence Evaluations For Brand Names
The meanings conveyed by the mere sound of a brand name may influence consumer preferences. Psycholinguistic research suggests that these effects might vary when spelling processes are taken into account. We explore how consumers auditorily process novel, non-word brand names and whether spelling the brand name correctly affects brand evaluations. Both phonetic and semantic associations to the auditorily presented brand name can lead to greater spelling accuracy. However, brand names that are processed semantically are better evaluated than those processed phonetically.
David Luna, Marina Carnevale, and Dawn Lerman (2010) ,"Google Or Googol? How Meanings of Sound and Spelling Processes Influence Evaluations For Brand Names", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 860-862 .
David Luna, Baruch College, CUNY, USA
Marina Carnevale, Baruch College, CUNY, USA
Dawn Lerman, Fordham University, USA
NA - Advances in Consumer Research Volume 37 | 2010
It’s About Trust: The Diffusion of Deviant Consumer Behavior
Peter Voyer, University of Windsor
How Regional Diasporic Consumer Experiences Produce Transnational Imaginary
Mark Buschgens, RMIT University
Bernardo Figueiredo, RMIT University
Kaleel Rahman, RMIT University
O12. When do People Waste Time? Testing a Mechanism for Parkinson’s Law.
Holly S Howe, Duke University, USA
Tanya Chartrand, Duke University, USA