Stacey Baxter

Phonetic symbolism and children's brand name preferences

Purpose – Children are bombarded by branded communication every day. The purpose of this paper is to investigate the role that particular linguistic devices play in communication, and whether this process differs between children and adults. One such device is phonetic symbolism, which has been shown to lead adults to prefer brand names whose phonetic attributes match product and/or brand features.Design/methodology/approach – Three experiments were undertaken to examine childrens (six to 12 years of age) preference for phonetically manipulated brand names. Experiment 1 replicates findings in previous research showing that preference for a particular brand name within a single product category is dependent on how the brand is described. Experiment 2 extends this research across product categories that are expected to lead to differential brand name preference (based on product features). Finally, experiment 3 investigates the interaction between pure phonetic symbolism and semantic information.Findings –...

Exploring children's attitudes towards research participation

Marketing researchers are interested in the consumption-related knowledge, attitudes and behaviours of children. As a result, children often constitute the target population for marketing-related research, participating in focus groups and interviews and completing questionnaires. However, what are childrens attitudes towards participating in such research? This paper presents the results of a series of focus groups conducted to address this question. Findings suggest that, overall, children (5–12 years of age) enjoy participating in research. Children over the age of 6 were also found to have a good understanding of why marketers conduct research and hold a positive attitude towards the use of information obtained. Children were found to prefer research activities that are short and visually appealing, that enable them to express their opinions and are not completed independently.

Communicating product size using sound and shape symbolism

Purpose – The purpose of this paper is to investigate children’s perception of a product’s physical attribute (size) when presented with brand elements (brand name and brand logo) manipulated using sound and shape symbolism principles (brand name sounds and brand logo shape), across children of different developmental ages. Design/methodology/approach – The relationship between sounds and shapes was examined in a pilot study. A 2 × 2 experiment was then undertaken to examine the effect of brand name characteristics (front vowel sound versus back vowel sound) and brand logo design (angular versus curved) on children’s (from 5 to 12 years) product-related judgments. Findings – Older children use non-semantic brand stimuli as a means to infer physical product attributes. Specifically, only older children are able to perceive a product to be smaller (larger) when the product is paired with a brand name containing a front (back) vowel sound or an angular (curved) brand logo (single symbolic cue). We illustrate...

Healthy Kids: Examining the Effect of Message Framing and Polarity on Children's Attitudes and Behavioral Intentions

Should we ask children to be “more healthy” or “less unhealthy”? Drawing from both prospect and psycholinguistic theory, we manipulate the framing (gain versus loss) and linguistic polarity (affirmation versus negation) of a child-directed health message. Results from two experiments demonstrate that, in a behavioral adoption context, a message employing gain framing or affirmation leads to more positive attitudes and greater intention to adopt the target behavior; while in a behavioral cessation context, messages utilizing loss framing or negation are most effective. Results also indicate a developmental-based boundary for message polarity, with effects not observed for younger children.

Names versus faces: : examining spokesperson-based congruency effects in advertising

Purpose – The purpose of this paper is to compare the influence of spokesperson appearance (visual congruence) and the sounds contained in a spokesperson’s name (verbal congruence) on consumer perceptions of spokesperson–product fit. Design/methodology/approach – Two experiments were conducted. Experiment 1 ensured that verbal congruence impacted perceptions of spokesperson–product fit. Experiment 2 compared the effect of verbal congruence versus traditional match-up (visual congruence) on perceptions of spokesperson–product fit. The mediating role of spokesperson–product fit on attitude towards the advertisement and the moderating role of need for cognition (NFC) was also tested. Findings – Findings indicate that verbal congruence influences consumer perceptions of fit, regardless of visual congruence. Perceptions of spokesperson–product fit also act as mediators between visual and verbal congruence and attitude towards the advertisement. However, verbal congruence did not influence consumer perceptions ...

How a Smile Can Make a Difference: Enhancing the Persuasive Appeal Of Celebrity Endorsers: Boosting Consumer Perceptions of Celebrity Genuineness Through the Use of a “Duchenne Smile” in Advertising

ABSTRACT This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped. The authors examined the effect of celebrity attitude on consumer perceptions of celebrity genuineness, and in turn, consumer attitude toward the advertisement and purchase intention. They also investigated whether a negative attitude toward a celebrity can be overcome, resulting in positive advertisement attitude and purchase intentions. Results showed that exposure to a celebrity displaying a Duchenne smile significantly boosts consumer perceptions of celebrity genuineness when consumers have a negative attitude toward the celebrity.

You see Froot, you think fruit: examining the effectiveness of pseudohomophone priming

Purpose This paper aims to introduce pseudohomophone phonological priming effects (non-words that sound like real words with a single semantic representation, such as Whyte primes white) on consumers’ product attribute and benefit-based judgments. Design/methodology/approach Four studies were conducted. Study 1 examines whether pseudohomophone brand names (e.g. Whyte) prime associative meaning (i.e. the perception of light bread; target: white). Study 2 investigates the pseudohomophone priming process. In Study 3, the authors examine the influence of brand knowledge of pseudohomophone priming effects. Findings The findings indicate that pseudohomophone brand names prime associative meaning, due to retrieval of phonology (sound) of the word during processing. Pseudohomophone priming effects for a semantically (meaningful) incongruent brand name manifest only when consumers do not have knowledge of the brand, with cognitive capacity constraints rendering consumers with strong brand knowledge unable to mitigate the pseudohomophone priming effect. Research limitations/implications This research has implications for brand managers considering the creation of a name for a new brand that connotes product attributes and benefits. However, this research is limited, as it only examines pseudohomophone brand names with a single semantic representation. Originality/value This research shows that sounds activated by pseudohomophones in brand names can influence product judgments. This research also identifies limitations of the applicability of pseudohomophone brand names by identifying a condition under which priming effects are attenuated.

Ads aimed at dads: exploring consumers’ reactions towards advertising that conforms and challenges traditional gender role ideologies

Employing gender role ideology theory, this research investigates Australian consumer attitudes towards current advertisements portraying males as caregivers. Results of an experiment demonstrate that consumers perceive in-ad gender role portrayals of males as caregivers as atypical of the current advertising environment. Consumers who, in particular, hold a non-traditional (egalitarian) gender role ideology report a more positive attitude towards advertising that challenges traditional gender role ideologies (i.e., advertising that depicts males as caregivers). We suggest that non-traditional advertising that challenges traditional gender roles provides advertisers with an opportunity to stand out; however, advertisers must ensure that their key product-related message components are not overshadowed.

Spot the difference: examining facial characteristics that enhance spokesperson effectiveness

Purpose This research aims to examine the effect of spokesperson facial symmetry on advertisement attitude, brand attitude and purchase intention and the mediating role of source authenticity on attitudinal and behavioral judgments. Design/methodology/approach Two studies were undertaken. Study 1 examined the effect of facial symmetry on source authenticity and endorsement effectiveness. Study 2 investigated the influence of the authentic facial cues of freckles and moles on source authenticity and advertisement attitude, brand attitude and purchase intention. Findings Findings indicate that source authenticity is the mechanism that explains attitudinal and behavioral judgments toward advertisements featuring asymmetrical spokespeople. The phenomenon observed is due to a proposed source authenticity overgeneralization effect, whereby spokespeople with asymmetrical faces are perceived as more genuine and real which, subsequently, results in more positive attitude toward the advertisement, attitude toward the brand and greater purchase intention than advertisements featuring spokespeople with symmetrical faces. The addition of authentic (biological) facial cues (i.e. freckles and moles) on spokespeople with a symmetrical facial structure, however, can heighten perceptions of source authenticity and the manifestation of the source authenticity overgeneralization effect. Research limitations/implications This research has implications for marketing managers in the selection and depiction of spokespeople in their advertisements. However, this research is limited, as it only examines the facial feature characteristics of symmetry, freckles, and moles. Originality/value This research shows that an asymmetrical facial structure can positively influence source, attitudinal and behavioral judgments. This research also identifies that although symmetrical facial structures dilute source- and endorsement-based judgments, the addition of authentic facial cues, freckles and moles, can reverse the negative effects and enhance perceptions of source authenticity, attitude toward the advertisement, attitude toward the brand and purchase intentions.

Measuring motivations for popular music concert attendance

An understanding of consumer motivations for event attendance is important to designing product offerings, planing event programs, and effectively marketing them to potential audiences, yet audience analysis in reference to the market for live music concerts is extremely sparse. The Purpose of this study was to understand consumers motivations for attending a popular music concert and to develop a valid and reliable scale to empirically measure these motivations. A multiphased apporach was adopted. First, focus groups were conducted to explore motivations for popular music concert attendance. Second, drawing from literature and focus group findings, a pool of items was developed and evaluated to establish face validity. Third, a pretest was conducted (n=60) and exploratory factor analysis performed to ensure items adequately explained motivation dimensions. Finally, an online questionnaire was administered to the general public (n=502). Content, criterion, and construct validity as well as internal consistency were examined and the psychometric properties of the scale assessed to determine the accuracy and reliability of the concert attendance motivation scale (CAMS). Focus group findings revealed 10 primary motivations for concert attendance. The empirical data also supported the notion that the CAMS is a multifaceted construct, comprising 10 dimensions.