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.



Citation:

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.

Authors

Jamel Khenfer, Zayed University
Caroline Cuny, Grenoble Ecole de Management



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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