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Phonetic Symbolism and Memory for Advertisements
Author(s) -
Boltz Marilyn G.,
Mangigian Grace M.,
Allen Molly B.
Publication year - 2016
Publication title -
applied cognitive psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.719
H-Index - 100
eISSN - 1099-0720
pISSN - 0888-4080
DOI - 10.1002/acp.3284
Subject(s) - psychology , recall , brand names , perception , unification , product (mathematics) , modal , cognitive psychology , linguistics , advertising , chemistry , geometry , mathematics , neuroscience , philosophy , computer science , polymer chemistry , business , programming language
Summary This study investigated whether phonetic symbolism within brand names influences the memory of advertisements. Participants both saw and heard brand names with front vs. back vowels paired with small vs. large products in a congruent vs. incongruent fashion. When later given several unexpected memory tasks, it was found that congruent (vs. incongruent) pairings led to enhanced brand name and product recall as well as the efficiency of both brand name and paired recognition. These findings are consistent with a theory of cross‐modal processing involving perceptual unification. Copyright © 2016 John Wiley & Sons, Ltd.

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