Implicit and explicit preferences for brand name sounds
This research shows that people implicitly and explicitly prefer sounds that are more common among top brand names (e.g., “S,” “M,” “L,” and “E”). Implicit preferences correlate with explicit willingness to pay more for hypothetical brands with preferred sounds. This suggests that the prevalence of...
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| Veröffentlicht in: | Marketing letters 2018-06, Vol.29 (2), p.241-259 |
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| creator | Pogacar, Ruth Kouril, Michal Carpenter, Thomas P. Kellaris, James J. |
| description | This research shows that people implicitly and explicitly prefer sounds that are more common among top brand names (e.g., “S,” “M,” “L,” and “E”). Implicit preferences correlate with explicit willingness to pay more for hypothetical brands with preferred sounds. This suggests that the prevalence of certain sounds among top brands may be a reflection of people’s phonetic preferences. We examine possible processes underlying phonetic preferences, and offer evidence excluding phonetic embodiment, pronunciation-based fluency, and familiarity-based fluency. The results suggest a phonetic frequency process account. Substantively, these findings indicate that certain sounds should be given priority when crafting brand names. |
| doi_str_mv | 10.1007/s11002-018-9456-7 |
| format | Article |
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Implicit preferences correlate with explicit willingness to pay more for hypothetical brands with preferred sounds. This suggests that the prevalence of certain sounds among top brands may be a reflection of people’s phonetic preferences. We examine possible processes underlying phonetic preferences, and offer evidence excluding phonetic embodiment, pronunciation-based fluency, and familiarity-based fluency. The results suggest a phonetic frequency process account. 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Implicit preferences correlate with explicit willingness to pay more for hypothetical brands with preferred sounds. This suggests that the prevalence of certain sounds among top brands may be a reflection of people’s phonetic preferences. We examine possible processes underlying phonetic preferences, and offer evidence excluding phonetic embodiment, pronunciation-based fluency, and familiarity-based fluency. The results suggest a phonetic frequency process account. Substantively, these findings indicate that certain sounds should be given priority when crafting brand names.</description><subject>Brand names</subject><subject>Brands</subject><subject>Business and Management</subject><subject>Embodiment</subject><subject>Familiarity</subject><subject>Fluency</subject><subject>Marketing</subject><subject>Phonetics</subject><subject>Pronunciation</subject><subject>Willingness to pay</subject><issn>0923-0645</issn><issn>1573-059X</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2018</creationdate><recordtype>article</recordtype><sourceid>ABUWG</sourceid><sourceid>AFKRA</sourceid><sourceid>BENPR</sourceid><sourceid>CCPQU</sourceid><sourceid>DWQXO</sourceid><recordid>eNp9UEtLw0AQXkTBWv0BHoSA59XZnSSzOUrRWih4UfC2pPuQljaJuwnov3dDit48zQzzPWY-xq4F3AkAuo8iFclBKF7lRcnphM1EQcihqN5P2QwqmfoyL87ZRYw7AFAliBmj1aHbb822z-rGZu7rOHTBeRdcY1zMfBuyTRjXTX1wWWyHxsZLdubrfXRXxzpnb0-Pr4tnvn5ZrhYPa26QoOfkc09OQYm2UA6MIrTWug35SmFujZUlSidIqQ3KymBlJCIK4ZX1SknCObuddLvQfg4u9nrXDqFJlloCkkxPUJ5QYkKZ0MaYbtdd2B7q8K0F6DEfPeWjUz56zEePynLixIRtPlz4U_6PdDORdrFvw69LrggElIA_yYVwZw</recordid><startdate>20180601</startdate><enddate>20180601</enddate><creator>Pogacar, Ruth</creator><creator>Kouril, Michal</creator><creator>Carpenter, Thomas P.</creator><creator>Kellaris, James J.</creator><general>Springer Science + Business Media</general><general>Springer US</general><general>Springer Nature B.V</general><scope>AAYXX</scope><scope>CITATION</scope><scope>3V.</scope><scope>7T9</scope><scope>7WY</scope><scope>7WZ</scope><scope>7XB</scope><scope>87Z</scope><scope>8AO</scope><scope>8BJ</scope><scope>8FK</scope><scope>8FL</scope><scope>ABUWG</scope><scope>AFKRA</scope><scope>BENPR</scope><scope>BEZIV</scope><scope>CCPQU</scope><scope>DWQXO</scope><scope>FQK</scope><scope>FRNLG</scope><scope>F~G</scope><scope>JBE</scope><scope>K60</scope><scope>K6~</scope><scope>L.-</scope><scope>M0C</scope><scope>PQBIZ</scope><scope>PQBZA</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>PRINS</scope><scope>PYYUZ</scope><scope>Q9U</scope><orcidid>https://orcid.org/0000-0002-1398-2272</orcidid></search><sort><creationdate>20180601</creationdate><title>Implicit and explicit preferences for brand name sounds</title><author>Pogacar, Ruth ; Kouril, Michal ; Carpenter, Thomas P. ; Kellaris, James J.</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c370t-7f4f7e8063d58e0c873dddeb7f9834dcd2632e1788b329c39c233311f8df88273</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2018</creationdate><topic>Brand names</topic><topic>Brands</topic><topic>Business and Management</topic><topic>Embodiment</topic><topic>Familiarity</topic><topic>Fluency</topic><topic>Marketing</topic><topic>Phonetics</topic><topic>Pronunciation</topic><topic>Willingness to pay</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Pogacar, Ruth</creatorcontrib><creatorcontrib>Kouril, Michal</creatorcontrib><creatorcontrib>Carpenter, Thomas P.</creatorcontrib><creatorcontrib>Kellaris, James J.</creatorcontrib><collection>CrossRef</collection><collection>ProQuest Central (Corporate)</collection><collection>Linguistics and Language Behavior Abstracts (LLBA)</collection><collection>ABI/INFORM Collection</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ABI/INFORM Global (Alumni Edition)</collection><collection>ProQuest Pharma Collection</collection><collection>International Bibliography of the Social Sciences (IBSS)</collection><collection>ProQuest Central (Alumni) (purchase pre-March 2016)</collection><collection>ABI/INFORM Collection (Alumni Edition)</collection><collection>ProQuest Central (Alumni Edition)</collection><collection>ProQuest Central UK/Ireland</collection><collection>ProQuest Central</collection><collection>Business Premium Collection</collection><collection>ProQuest One Community College</collection><collection>ProQuest Central Korea</collection><collection>International Bibliography of the Social Sciences</collection><collection>Business Premium Collection (Alumni)</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>International Bibliography of the Social Sciences</collection><collection>ProQuest Business Collection (Alumni Edition)</collection><collection>ProQuest Business Collection</collection><collection>ABI/INFORM Professional Advanced</collection><collection>ABI/INFORM Global</collection><collection>ProQuest One Business</collection><collection>ProQuest One Business (Alumni)</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ProQuest Central China</collection><collection>ABI/INFORM Collection China</collection><collection>ProQuest Central Basic</collection><jtitle>Marketing letters</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Pogacar, Ruth</au><au>Kouril, Michal</au><au>Carpenter, Thomas P.</au><au>Kellaris, James J.</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Implicit and explicit preferences for brand name sounds</atitle><jtitle>Marketing letters</jtitle><stitle>Mark Lett</stitle><date>2018-06-01</date><risdate>2018</risdate><volume>29</volume><issue>2</issue><spage>241</spage><epage>259</epage><pages>241-259</pages><issn>0923-0645</issn><eissn>1573-059X</eissn><abstract>This research shows that people implicitly and explicitly prefer sounds that are more common among top brand names (e.g., “S,” “M,” “L,” and “E”). Implicit preferences correlate with explicit willingness to pay more for hypothetical brands with preferred sounds. This suggests that the prevalence of certain sounds among top brands may be a reflection of people’s phonetic preferences. We examine possible processes underlying phonetic preferences, and offer evidence excluding phonetic embodiment, pronunciation-based fluency, and familiarity-based fluency. The results suggest a phonetic frequency process account. Substantively, these findings indicate that certain sounds should be given priority when crafting brand names.</abstract><cop>New York</cop><pub>Springer Science + Business Media</pub><doi>10.1007/s11002-018-9456-7</doi><tpages>19</tpages><orcidid>https://orcid.org/0000-0002-1398-2272</orcidid></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 0923-0645 |
| ispartof | Marketing letters, 2018-06, Vol.29 (2), p.241-259 |
| issn | 0923-0645 1573-059X |
| language | eng |
| recordid | cdi_proquest_journals_2037260174 |
| source | Business Source Complete; Jstor Complete Legacy; Springer Nature - Complete Springer Journals |
| subjects | Brand names Brands Business and Management Embodiment Familiarity Fluency Marketing Phonetics Pronunciation Willingness to pay |
| title | Implicit and explicit preferences for brand name sounds |
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