How to project action through the sound of brand names? (notice n° 464462)
[ vue normale ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 02105cam a2200217 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250121051321.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Khenfer, Jamel |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | How to project action through the sound of brand names? |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2021.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 37 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | • Objectives/Research questionsBrand names not only serve to identify specific products and services, but also to convey information. Such information may depend on the sound of the word—independent of its semantic meaning. In this research, we propose that plosive consonants such as [b], [d], [p], and [t] (vs. fricative consonants such as [f], [l], [s], and [s]) elicit the feeling of doing something because of the articulatory movements their pronunciation requires. • Methodology/approachWe ran three experimental studies in a behavioral lab with samples composed of French-speaking participants. • ResultsStudy 1 relies on implicit measures to demonstrate that plosive consonants are unconsciously associated with the semantic concept of action. Studies 2 and 3 put this property to the test in the context of threats to personal control. If plosive consonants can simulate action, threats to personal control should increase the perceived attractiveness of brand names that include such sounds since threats to personal control have been shown to trigger a willingness to act. • Managerial/societal implicationsOur results suggest that managers can project action based on the sounds of their brands—independently of their semantic meaning. • OriginalityThe demonstration of the capacity of plosive consonants to evoke action relies on the use of implicit measures and the replication of the observed effect across several studies. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | attachment |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | alumni |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | giving behavior |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | foundations |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Cuny, Caroline |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | o 101 | 1 | 2021-03-25 | p. 169-187 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-decisions-marketing-2021-1-page-169?lang=en&redirect-ssocas=7080">https://shs.cairn.info/journal-decisions-marketing-2021-1-page-169?lang=en&redirect-ssocas=7080</a> |
Pas d'exemplaire disponible.
Réseaux sociaux