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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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