000			02105cam a2200217 4500500
005			20250121051321.0
041			_afre
042			_adc
100	1	0	_aKhenfer, Jamel _eauthor
700	1	0	_a Cuny, Caroline _eauthor
245	0	0	_aHow to project action through the sound of brand names?
260			_c2021.
500			_a37
520			_a• 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			_aattachment
690			_aalumni
690			_agiving behavior
690			_afoundations
786	0		_nDécisions Marketing | o 101 | 1 | 2021-03-25 | p. 169-187 | 0779-7389
856	4	1	_uhttps://shs.cairn.info/journal-decisions-marketing-2021-1-page-169?lang=en&redirect-ssocas=7080
999			_c464462 _d464462