Pseudohomophones as brand names

prioritising the emotionally interesting homophone

Jasmina Ilicic, Stacey Baxter, Alicia Kulczynski

Research output: Contribution to journalArticleResearchpeer-review

Abstract

Purpose: The purpose of this study is to introduce the homophone emotional interest superiority effect in phonological, or sound-based, priming, whereby pseudohomophone brand names (i.e. non-words that are pronounced identically to English words, for example, Bie) prime brand meaning associated with the member of the homophone pair that is emotionally interesting (i.e. Bie will be prime brand avoidance (purchase) when consumers are emotionally interested in the homophone bye [buy]). Design/methodology/approach: Studies 1 and 2 examine the effect of homophone emotional interest on brand judgements and behaviours. Study 3 investigates the role of boredom with the brand name in attenuating the homophone emotional interest superiority effect. Findings: Findings indicate that pseudohomophone brand names prime brand judgements and behaviours associated with the word from the homophone pair that evokes emotional interest. Study 2 provides further evidence of homophone emotional interest as the process influencing brand judgements and behaviours. Study 3 establishes that the effect of pseudohomophone brand names on brand judgements weaken when boredom with the brand name is induced. Research limitations/implications: This study is limited, as it focuses only on fictitious brands and methodologically creates boredom in a way in which may not be typical of what would be experienced in the real world. Practical implications: This study has important implications for brand managers in the development of new brand names and in prioritising the intended homophone pair from a pseudohomophone brand name to influence consumer judgements and behaviours. Originality/value: This study introduces and provides evidence of a homophone emotional interest superiority effect. This study also identifies a condition under which the homophone emotional interest superiority effect is attenuated.

Original languageEnglish
Pages (from-to)1909-1930
Number of pages22
JournalEuropean Journal of Marketing
Volume52
Issue number9/10
DOIs
Publication statusPublished - Sep 2018

Keywords

  • Associative priming
  • Brand names
  • Phonology
  • Pseudohomophone
  • Psycholinguistics

Cite this

Ilicic, Jasmina ; Baxter, Stacey ; Kulczynski, Alicia. / Pseudohomophones as brand names : prioritising the emotionally interesting homophone. In: European Journal of Marketing. 2018 ; Vol. 52, No. 9/10. pp. 1909-1930.
@article{b91cd0cd59384af1b3770ee36ddf0097,
title = "Pseudohomophones as brand names: prioritising the emotionally interesting homophone",
abstract = "Purpose: The purpose of this study is to introduce the homophone emotional interest superiority effect in phonological, or sound-based, priming, whereby pseudohomophone brand names (i.e. non-words that are pronounced identically to English words, for example, Bie) prime brand meaning associated with the member of the homophone pair that is emotionally interesting (i.e. Bie will be prime brand avoidance (purchase) when consumers are emotionally interested in the homophone bye [buy]). Design/methodology/approach: Studies 1 and 2 examine the effect of homophone emotional interest on brand judgements and behaviours. Study 3 investigates the role of boredom with the brand name in attenuating the homophone emotional interest superiority effect. Findings: Findings indicate that pseudohomophone brand names prime brand judgements and behaviours associated with the word from the homophone pair that evokes emotional interest. Study 2 provides further evidence of homophone emotional interest as the process influencing brand judgements and behaviours. Study 3 establishes that the effect of pseudohomophone brand names on brand judgements weaken when boredom with the brand name is induced. Research limitations/implications: This study is limited, as it focuses only on fictitious brands and methodologically creates boredom in a way in which may not be typical of what would be experienced in the real world. Practical implications: This study has important implications for brand managers in the development of new brand names and in prioritising the intended homophone pair from a pseudohomophone brand name to influence consumer judgements and behaviours. Originality/value: This study introduces and provides evidence of a homophone emotional interest superiority effect. This study also identifies a condition under which the homophone emotional interest superiority effect is attenuated.",
keywords = "Associative priming, Brand names, Phonology, Pseudohomophone, Psycholinguistics",
author = "Jasmina Ilicic and Stacey Baxter and Alicia Kulczynski",
year = "2018",
month = "9",
doi = "10.1108/EJM-07-2017-0485",
language = "English",
volume = "52",
pages = "1909--1930",
journal = "European Journal of Marketing",
issn = "0309-0566",
publisher = "Emerald",
number = "9/10",

}

Pseudohomophones as brand names : prioritising the emotionally interesting homophone. / Ilicic, Jasmina; Baxter, Stacey; Kulczynski, Alicia.

In: European Journal of Marketing, Vol. 52, No. 9/10, 09.2018, p. 1909-1930.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - Pseudohomophones as brand names

T2 - prioritising the emotionally interesting homophone

AU - Ilicic, Jasmina

AU - Baxter, Stacey

AU - Kulczynski, Alicia

PY - 2018/9

Y1 - 2018/9

N2 - Purpose: The purpose of this study is to introduce the homophone emotional interest superiority effect in phonological, or sound-based, priming, whereby pseudohomophone brand names (i.e. non-words that are pronounced identically to English words, for example, Bie) prime brand meaning associated with the member of the homophone pair that is emotionally interesting (i.e. Bie will be prime brand avoidance (purchase) when consumers are emotionally interested in the homophone bye [buy]). Design/methodology/approach: Studies 1 and 2 examine the effect of homophone emotional interest on brand judgements and behaviours. Study 3 investigates the role of boredom with the brand name in attenuating the homophone emotional interest superiority effect. Findings: Findings indicate that pseudohomophone brand names prime brand judgements and behaviours associated with the word from the homophone pair that evokes emotional interest. Study 2 provides further evidence of homophone emotional interest as the process influencing brand judgements and behaviours. Study 3 establishes that the effect of pseudohomophone brand names on brand judgements weaken when boredom with the brand name is induced. Research limitations/implications: This study is limited, as it focuses only on fictitious brands and methodologically creates boredom in a way in which may not be typical of what would be experienced in the real world. Practical implications: This study has important implications for brand managers in the development of new brand names and in prioritising the intended homophone pair from a pseudohomophone brand name to influence consumer judgements and behaviours. Originality/value: This study introduces and provides evidence of a homophone emotional interest superiority effect. This study also identifies a condition under which the homophone emotional interest superiority effect is attenuated.

AB - Purpose: The purpose of this study is to introduce the homophone emotional interest superiority effect in phonological, or sound-based, priming, whereby pseudohomophone brand names (i.e. non-words that are pronounced identically to English words, for example, Bie) prime brand meaning associated with the member of the homophone pair that is emotionally interesting (i.e. Bie will be prime brand avoidance (purchase) when consumers are emotionally interested in the homophone bye [buy]). Design/methodology/approach: Studies 1 and 2 examine the effect of homophone emotional interest on brand judgements and behaviours. Study 3 investigates the role of boredom with the brand name in attenuating the homophone emotional interest superiority effect. Findings: Findings indicate that pseudohomophone brand names prime brand judgements and behaviours associated with the word from the homophone pair that evokes emotional interest. Study 2 provides further evidence of homophone emotional interest as the process influencing brand judgements and behaviours. Study 3 establishes that the effect of pseudohomophone brand names on brand judgements weaken when boredom with the brand name is induced. Research limitations/implications: This study is limited, as it focuses only on fictitious brands and methodologically creates boredom in a way in which may not be typical of what would be experienced in the real world. Practical implications: This study has important implications for brand managers in the development of new brand names and in prioritising the intended homophone pair from a pseudohomophone brand name to influence consumer judgements and behaviours. Originality/value: This study introduces and provides evidence of a homophone emotional interest superiority effect. This study also identifies a condition under which the homophone emotional interest superiority effect is attenuated.

KW - Associative priming

KW - Brand names

KW - Phonology

KW - Pseudohomophone

KW - Psycholinguistics

UR - http://www.scopus.com/inward/record.url?scp=85052382625&partnerID=8YFLogxK

U2 - 10.1108/EJM-07-2017-0485

DO - 10.1108/EJM-07-2017-0485

M3 - Article

VL - 52

SP - 1909

EP - 1930

JO - European Journal of Marketing

JF - European Journal of Marketing

SN - 0309-0566

IS - 9/10

ER -