Sounds of Green: How Brand Name Sounds Metaphorically Convey Environmental Friendliness

Joshi, Pradnya; Kronrod, Ann

doi:10.1080/00913367.2019.1696720

Cited by 26 publications

(17 citation statements)

References 59 publications

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“…So, as a starting point future research could depict the existing evidence provided by sound symbolism research focusing specifically on the characteristics that particular consonants could convey to brands. Sound symbolism researchers have found, for instance, that brand names with voiced obstruents may be perceived as harsher by opposition to those with voiceless consonants that are perceived as softer or milder (Pathak, Calvert, & Lim, 2020), or that brands with silent consonants could convey human characteristics metaphorically associated with environmental friendliness, such as good‐heartedness or humility, (e.g., Joshi & Kronrod, 2019). Acknowledging that the in–out effect relies similarly in consonantal phonemes, how do these divergent approaches combine?…”

Section: Discussionmentioning

confidence: 99%

The “ins” and “outs” of product and services marketing: The influence of consonant wanderings in consumer decision‐making

Godinho

Garrido

2020

Psychology and Marketing

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The established preference for words featuring consonants ordered inward in the oral cavity—the in–out effect, may assist marketeers when naming new products and services. To investigate the conditions under which this effect may affect consumer preference we conducted four experiments (N = 818) examining the influence of consonant wanderings in the evaluation of different professionals and food products. While inward articulation direction selectively biased warmth judgments about workers who are perceived as relatively neutral on both warmth and competence, for professionals traditionally associated with either a warmth or a competence dimension inward‐wandering usernames systematically presented a competitive advantage. In the same way, hypothetical food products with inward‐wandering names were judged as more hedonic and more utilitarian. The present evidence supports the potential of the in–out effect to market products and services and highlights the relevance of exploiting this and other oral kinematics phenomena as an asset for managerial practice.

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Section: Discussionmentioning

confidence: 99%

The “ins” and “outs” of product and services marketing: The influence of consonant wanderings in consumer decision‐making

Godinho

Garrido

2020

Psychology and Marketing

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“…Given this knowledge and trend, it is prudent that firms keep in mind the insights generated by this paper and others in the field of sound symbolism. Sound symbolic names can be especially invaluable in conveying messages that are often difficult to communicate (e.g., complex concepts such as environmental friendliness) (Joshi & Kronrod, 2019). Since brand managers and product designers are often looking for harmony amongst attributes, product A u t h o r ' s f i n a l v e r s i o n features and brand names (Roche et al, 2015), it makes more managerial sense to choose sound symbolic brand names which are congruent with the product features.…”

Section: Managerial Implicationsmentioning

confidence: 99%

Harsh voices, sound branding: How voiced consonants in a brand's name can alter its perceived attributes

Pathak

Calvert

Lim

2020

Psychology and Marketing

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This paper examines the sound symbolic link between voiced obstruents (speech sounds created by obstructing the airflow) present in a brand name and the perceived product/brand attributes. In three studies (two using self-reported measures and one using an implicit reaction time paradigm), we tested the effect of voiced (b, d, g, z, v) vs. voiceless obstruents (p, t, k, s, f) across twenty-five hypothetical brand names, on the perceived product attributes of harshness (vs softness). Brand names with voiced (vs. voiceless) obstruents are perceived as harsh (vs. soft /mild). Results are described across two different product categories (e.g., toilet cleaner and skin conditioner), and also within the same product category (e.g., strong vs. light beer and strong vs. mild toilet cleaner). Since sound symbolism is culturally agnostic, brands expanding into international and linguistically different markets can use these insights to create brand names that

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“…Reid et al ( 2010 ) argued that PEF was the most preferred dimension for vehicle design which elicit customer purchase behavior. Likewise, Joshi and Kronrod ( 2019 ) argued that PEF is considered essential for green product purchase intention. Thus, H1 was accepted.…”

Section: Discussionmentioning

confidence: 99%

“…The past research studies affirmed that PEF was the enabling factor for future purchase intention and attitude. Joshi and Kronrod ( 2019 ) hypothesized that PEF has a positive association with purchase intention. The experimental study of Reid et al ( 2010 ) argued that PEF help to promote sustainable vehicle design that ultimately affects consumer attitude.…”

Section: Theoretical Framework and Hypothesis Developmentmentioning

confidence: 99%

A model of extended technology acceptance for behavioral intention toward EVs with gender as a moderator

Zhang

Ali

Kanesan³

2022

Front. Psychol.

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Technology has contributed significantly to the adoption of EVs (EVs) in the era of industry 4. 0. However, consumer intentions for EVs have been elusive, and the pace of adoption has been confined. Therefore, this study aims to investigate the influence of external factors in promoting customer behavioral intention for EVs. The study also investigates the mediating role of perceived ease of use (PEU) and perceived usefulness (PU) between external factors and consumer intentions for EVs. It also examined the moderating role of gender on the study variables. A study approach based on the expanded version of the technology acceptance model (TAM) was utilized to analyse data from 203 customers in China. The model was tested using structural equation model (SEM) and multigroup analysis (MGA) techniques. The results indicated that two external factors have a positive relationship with TAM constructs. The results also indicate that PEU and PU have a serial mediating relationship between external factors and behavioral intention. Finally, the study revealed gender-related differences in TAM for EVs. The study's findings help managers to design successful strategies by knowing the external factors impacting customer EV intentions and gender differences. Finally, this is a ground-breaking research that applies TAM to the automobile sector. As a result, examining both new and current factors and evaluating them in a new setting adds to the body of the literature on the adoption of technology.

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Sounds of Green: How Brand Name Sounds Metaphorically Convey Environmental Friendliness

Cited by 26 publications

References 59 publications

The “ins” and “outs” of product and services marketing: The influence of consonant wanderings in consumer decision‐making

The “ins” and “outs” of product and services marketing: The influence of consonant wanderings in consumer decision‐making

Harsh voices, sound branding: How voiced consonants in a brand's name can alter its perceived attributes

A model of extended technology acceptance for behavioral intention toward EVs with gender as a moderator

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