Implicit and explicit preferences for brand name sounds
Abstract
This research shows that people implicitly and explicitly prefer sounds that are more common among top brand names (e.g., “S,” “M,” “L,” and “E”). Implicit preferences correlate with explicit willingness to pay more for hypothetical brands with preferred sounds. This suggests that the prevalence of certain sounds among top brands may be a reflection of people’s phonetic preferences. We examine possible processes underlying phonetic preferences,...
Paper Details
Title
Implicit and explicit preferences for brand name sounds
Published Date
May 11, 2018
Journal
Volume
29
Issue
2
Pages
241 - 259
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History