Abstract
Purpose: This paper aims to introduce pseudohomophone phonological priming effects (non-words that sound like real words with a single semantic representation, such as Whyte primes white) on consumers’ product attribute and benefit-based judgments. Design/methodology/approach: Four studies were conducted. Study 1 examines whether pseudohomophone brand names (e.g. Whyte) prime associative meaning (i.e. the perception of light bread; target: white). Study 2 investigates the pseudohomophone priming process. In Study 3, the authors examine the influence of brand knowledge of pseudohomophone priming effects. Findings: The findings indicate that pseudohomophone brand names prime associative meaning, due to retrieval of phonology (sound) of the word during processing. Pseudohomophone priming effects for a semantically (meaningful) incongruent brand name manifest only when consumers do not have knowledge of the brand, with cognitive capacity constraints rendering consumers with strong brand knowledge unable to mitigate the pseudohomophone priming effect. Research limitations/implications: This research has implications for brand managers considering the creation of a name for a new brand that connotes product attributes and benefits. However, this research is limited, as it only examines pseudohomophone brand names with a single semantic representation. Originality/value: This research shows that sounds activated by pseudohomophones in brand names can influence product judgments. This research also identifies limitations of the applicability of pseudohomophone brand names by identifying a condition under which priming effects are attenuated.
| Original language | English |
|---|---|
| Pages (from-to) | 885-902 |
| Number of pages | 18 |
| Journal | European Journal of Marketing |
| Volume | 51 |
| Issue number | 5-6 |
| DOIs | |
| Publication status | Published - 2017 |
Keywords
- Brand names
- Phonology
- Priming
- Product attributes
- Pseudohomophones
Cite this
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You see Froot, you think fruit : examining the effectiveness of pseudohomophone priming. / Baxter, Stacey; Ilicic, Jasmina; Kulczynski, Alicia.
In: European Journal of Marketing, Vol. 51, No. 5-6, 2017, p. 885-902.Research output: Contribution to journal › Article › Research › peer-review
TY - JOUR
T1 - You see Froot, you think fruit
T2 - examining the effectiveness of pseudohomophone priming
AU - Baxter, Stacey
AU - Ilicic, Jasmina
AU - Kulczynski, Alicia
PY - 2017
Y1 - 2017
N2 - Purpose: This paper aims to introduce pseudohomophone phonological priming effects (non-words that sound like real words with a single semantic representation, such as Whyte primes white) on consumers’ product attribute and benefit-based judgments. Design/methodology/approach: Four studies were conducted. Study 1 examines whether pseudohomophone brand names (e.g. Whyte) prime associative meaning (i.e. the perception of light bread; target: white). Study 2 investigates the pseudohomophone priming process. In Study 3, the authors examine the influence of brand knowledge of pseudohomophone priming effects. Findings: The findings indicate that pseudohomophone brand names prime associative meaning, due to retrieval of phonology (sound) of the word during processing. Pseudohomophone priming effects for a semantically (meaningful) incongruent brand name manifest only when consumers do not have knowledge of the brand, with cognitive capacity constraints rendering consumers with strong brand knowledge unable to mitigate the pseudohomophone priming effect. Research limitations/implications: This research has implications for brand managers considering the creation of a name for a new brand that connotes product attributes and benefits. However, this research is limited, as it only examines pseudohomophone brand names with a single semantic representation. Originality/value: This research shows that sounds activated by pseudohomophones in brand names can influence product judgments. This research also identifies limitations of the applicability of pseudohomophone brand names by identifying a condition under which priming effects are attenuated.
AB - Purpose: This paper aims to introduce pseudohomophone phonological priming effects (non-words that sound like real words with a single semantic representation, such as Whyte primes white) on consumers’ product attribute and benefit-based judgments. Design/methodology/approach: Four studies were conducted. Study 1 examines whether pseudohomophone brand names (e.g. Whyte) prime associative meaning (i.e. the perception of light bread; target: white). Study 2 investigates the pseudohomophone priming process. In Study 3, the authors examine the influence of brand knowledge of pseudohomophone priming effects. Findings: The findings indicate that pseudohomophone brand names prime associative meaning, due to retrieval of phonology (sound) of the word during processing. Pseudohomophone priming effects for a semantically (meaningful) incongruent brand name manifest only when consumers do not have knowledge of the brand, with cognitive capacity constraints rendering consumers with strong brand knowledge unable to mitigate the pseudohomophone priming effect. Research limitations/implications: This research has implications for brand managers considering the creation of a name for a new brand that connotes product attributes and benefits. However, this research is limited, as it only examines pseudohomophone brand names with a single semantic representation. Originality/value: This research shows that sounds activated by pseudohomophones in brand names can influence product judgments. This research also identifies limitations of the applicability of pseudohomophone brand names by identifying a condition under which priming effects are attenuated.
KW - Brand names
KW - Phonology
KW - Priming
KW - Product attributes
KW - Pseudohomophones
UR - http://www.scopus.com/inward/record.url?scp=85019764122&partnerID=8YFLogxK
U2 - 10.1108/EJM-01-2016-0038
DO - 10.1108/EJM-01-2016-0038
M3 - Article
VL - 51
SP - 885
EP - 902
JO - European Journal of Marketing
JF - European Journal of Marketing
SN - 0309-0566
IS - 5-6
ER -