A Sound Idea: Phonetic Effects of Brand Names on Consumer Judgments

By Eric Yorkston, Geeta Menon. 2004

394 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Marketing

View Paper: https://www.semanticscholar.org/paper/724f6b17016b18d8dc46d18bdf678714ee8178f7

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In Experimental and Cognitive Psychology

In Marketing

Citations in the corpus

Cross-Modal Communication: Sound Frequency Influences Consumer Responses to Color Lightness (2016, background): “…has emphasized the need for more research on sensory phenomena in general (Krishna 2012), and more specifically on color (Labrecque, Patrick, and Milne 2013; Satomura, Wedel, and Pieters 2014) and sound (Argo, Popa, and Smith 2010; Spence 2012; Tavassoli and Lee 2003; Yorkston and Menon 2004).”
Reflections on the replication corner: In praise of conceptual replications (2015, background): “…phonetically manipulated brand names across two English accent groups Shrum et al., 2012 International J. of Research in Marketing Tested moderation of brand sound preferences by accent and age Baxter et al. (2014) Revisiting the automaticity of phonetic symbolism effects Yorkston & Menon, 2004.”
Sound symbolism effects across languages: Implications for global brand names (2012, background): “For example, when presented with fictitious brand names, people perceived names with back vowels to be associated with concepts such as thicker (ketchup), darker (beer), and creamier (ice cream) compared to names with front vowel sounds (cf. Klink, 2000; Yorkston & Menon, 2004).”
Assessing the impact of the tableware and other contextual variables on multisensory flavour perception (2012, neutral): “For example, it has been shown that people assume that an ice cream named ‘Frosh’ will to be creamier, smoother and richer than an ice cream named ‘Frish’ [63].”
Weighing up the evidence for sound symbolism: Distributional properties predict cue strength (2017, background): “…Visual Morphing shape Infant visual preference Westbury (2005) Stop/continuant consonants 60 NWs and 60 words Visual Spiky/curvy Forced choice RT Yorkston and Menon (2004) Front/back vowel 2 Visual Product adjectives Rating scale C.W estbury et al./Journal of M em ory and Language 99 (2018)…”
Feminine to smell but masculine to touch? Multisensory congruence and its effect on the aesthetic experience (2010, background): “…sound (Mattila & Wirtz, 2001), sound and vision (Russell, 2002), sound and smell (Spangenberg, Grohmann, & Sprott, 2005), sound and perceived taste (Yorkston & Menon, 2004), touch and taste (Krishna & Morrin, 2008), vision and taste (Hoegg & Alba, 2007), as well as multisensory cognitions and…”