Abstract
We examine whether phonetic symbolism effects are conditional on the development of phonological awareness (an ability to recognize sounds in words). Further, we introduce sublexical priming as a means to enhance phonetic symbolism effects. Across four experiments, we demonstrate that product evaluations, consistent with phonetic symbolism theory, are more (less) likely when a child is older (younger). Specifically, older children who can recognize sounds in words perceive back vowel brand names (e.g., Vopoz) as slower, heavier, larger, smoother, creamier, chewier, and thicker than brand names with front vowel sounds (e.g., Vipiz). In addition, we show that phonetic symbolism effects manifest when younger children (low in phonological awareness) are primed to focus on parts of a word/s, which we term sublexical priming. We present embedded tasks and chunking of brand names as strategic communication techniques that can be implemented as sublexical primes to enhance phonetic symbolism effects in younger children.
| Original language | English |
|---|---|
| Pages (from-to) | 565-577 |
| Number of pages | 13 |
| Journal | Marketing Letters |
| Volume | 28 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - 1 Dec 2017 |
Keywords
- Children
- Phonetic symbolism
- Phonological awareness
- Priming
- Sublexical
Cite this
}
Using sublexical priming to enhance brand name phonetic symbolism effects in young children. / Baxter, Stacey; Ilicic, Jasmina; Kulczynski, Alicia; Lowrey, Tina M.
In: Marketing Letters, Vol. 28, No. 4, 01.12.2017, p. 565-577.Research output: Contribution to journal › Article › Research › peer-review
TY - JOUR
T1 - Using sublexical priming to enhance brand name phonetic symbolism effects in young children
AU - Baxter, Stacey
AU - Ilicic, Jasmina
AU - Kulczynski, Alicia
AU - Lowrey, Tina M
PY - 2017/12/1
Y1 - 2017/12/1
N2 - We examine whether phonetic symbolism effects are conditional on the development of phonological awareness (an ability to recognize sounds in words). Further, we introduce sublexical priming as a means to enhance phonetic symbolism effects. Across four experiments, we demonstrate that product evaluations, consistent with phonetic symbolism theory, are more (less) likely when a child is older (younger). Specifically, older children who can recognize sounds in words perceive back vowel brand names (e.g., Vopoz) as slower, heavier, larger, smoother, creamier, chewier, and thicker than brand names with front vowel sounds (e.g., Vipiz). In addition, we show that phonetic symbolism effects manifest when younger children (low in phonological awareness) are primed to focus on parts of a word/s, which we term sublexical priming. We present embedded tasks and chunking of brand names as strategic communication techniques that can be implemented as sublexical primes to enhance phonetic symbolism effects in younger children.
AB - We examine whether phonetic symbolism effects are conditional on the development of phonological awareness (an ability to recognize sounds in words). Further, we introduce sublexical priming as a means to enhance phonetic symbolism effects. Across four experiments, we demonstrate that product evaluations, consistent with phonetic symbolism theory, are more (less) likely when a child is older (younger). Specifically, older children who can recognize sounds in words perceive back vowel brand names (e.g., Vopoz) as slower, heavier, larger, smoother, creamier, chewier, and thicker than brand names with front vowel sounds (e.g., Vipiz). In addition, we show that phonetic symbolism effects manifest when younger children (low in phonological awareness) are primed to focus on parts of a word/s, which we term sublexical priming. We present embedded tasks and chunking of brand names as strategic communication techniques that can be implemented as sublexical primes to enhance phonetic symbolism effects in younger children.
KW - Children
KW - Phonetic symbolism
KW - Phonological awareness
KW - Priming
KW - Sublexical
UR - http://www.scopus.com/inward/record.url?scp=85023776756&partnerID=8YFLogxK
U2 - 10.1007/s11002-017-9430-9
DO - 10.1007/s11002-017-9430-9
M3 - Article
AN - SCOPUS:85023776756
VL - 28
SP - 565
EP - 577
JO - Marketing Letters
JF - Marketing Letters
SN - 0923-0645
IS - 4
ER -