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Two experiments investigated the effects of phonetic symbolism on brand name preference. Participants indicated preference for fictitious brand names for particular products (or for products with particular attributes) from word pairs that differed only on vowel sound (e.g., front vs. back vowels, or vowel sounds associated with positive vs. negative concepts). Participants preferred brand names more when the attributes connoted by the vowel sounds (e.g., small, sharp) were positive for a product category (e.g., convertible, knife), but they preferred the same names less when the attributes connoted were negative for a product category (e.g., sport utility vehicle, hammer). However, words with negative vowel sounds were least preferred regardless of product category or attribute. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

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Attitude objects have been shown to play an important role in attitude functions, with attitudes toward some objects or products serving primarily a single function. These findings imply that products constrain the effects of other variables (e.g., personality differences) on attitude functions. Our experiments investigated whether differences in the functions of high and low self‐monitors' product attitudes will emerge for some product categories but not for others. In Experiment 1, high and low self‐monitors described their attitudes toward products previously identified as serving predominantly utilitarian, social identity, or multiple functions. Coding of attitude descriptions revealed that, for social identity products, high self‐monitors explained their attitudes in more social terms and in less utilitarian terms than did low self‐monitors. However, for utilitarian and for multiple function products, high and low self‐monitors did not differ in their (strongly utilitarian) explanations of their attitudes. In Experiments 2 and 3, high and low self‐monitors wrote advertisements for various products. When advertising multiple function products, high self‐monitors preferred to use social arguments, whereas low self‐monitors preferred to use utilitarian arguments. However, both high and low self‐monitors preferred utilitarian arguments for advertising utilitarian products and social arguments for social identity products. The conditions under which self‐monitoring had its greatest impact on attitude functions are discussed in terms of differences between the task of attitude description (Experiment 1) and persuasive message selection (Experiments 2 and 3).

This article provides a framework for integrating past recycling research by conceptualizing recycling compliance as a marketing problem. Within a social marketing framework, recycling behavior is considered the product, and the marketing problem is to sell recycling to the consumers or public. Recycling research is then categorized as consumer research (research on characteristics of the recycler), pricing research (research on the costs to the consumer, including implicit or less tangible costs), distribution research (research on modes of participation for the recycler), and promotional research (research on intervention strategies such as raffles and contests, personal selling techniques such as block leader programs, and persuasive communications). Using this framework, we provide an integration of a vast amount of recycling research, and also suggest how this research can be used to design actionable strategies for the development of community recycling programs. © 1994 John Wiley & Sons, Inc.

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