Semantic Congruity of Price and Name: the Effect of Precise Or Round Numbers and Sound Symbolism

Previous studies show that consumers associate precise or round numbers with specific concepts. In this study, we explore the semantic association of precise or round prices with the concept of smallness or largeness and the effect of semantic congruity between the price and sound of brand name on product evaluation.



Citation:

Hiroaki Ishii, Jaewoo Park, and Taku Togawa (2020) ,"Semantic Congruity of Price and Name: the Effect of Precise Or Round Numbers and Sound Symbolism", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1236-1236.

Authors

Hiroaki Ishii, Aoyama Gakuin University, Japan
Jaewoo Park, Musashi University, Japan
Taku Togawa, Sophia University



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

When Humans Consume Humanlike Animals: Anthropomorphism, Power, and Cruelty-free Consumption

Ji Myoung Danny Kim, University at Buffalo
Sunyee Yoon, University at Buffalo

Read More

Featured

Small but Sincere: The Impact of Firm Size and Gratitude on the Effectiveness of Cause-Marketing Campaigns

Eline L.E. De Vries, University Carlos III Madrid
Lola C. Duque, University Carlos III Madrid

Read More

Featured

O13. Pain of Loss: How Losing in a Promotional Competition Influences Consumer Attitude

Arash Talebi, ESSEC Business School
Sonja Prokopec, ESSEC Business School
Ayse Onculer, ESSEC Business School

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.