Deprivation of Control and the Phonetic Appeal of Brand Names
Throughout three experiments, this research shows that control deprivation can drive choices solely based on brand names because of people’s attraction toward plosive sounds when their sense of control is threatened.
Jamel Khenfer and Caroline Cuny (2018) ,"Deprivation of Control and the Phonetic Appeal of Brand Names", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 653-653.
Jamel Khenfer, Zayed University
Caroline Cuny, Grenoble Ecole de Management
NA - Advances in Consumer Research Volume 46 | 2018
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