Influence of Contagious versus Noncontagious Product Groupings on Consumer Preferences
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 36, Heft 1, S. 73-82
ISSN: 1537-5277
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In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 36, Heft 1, S. 73-82
ISSN: 1537-5277
In: Psychological Science, Forthcoming
SSRN
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 33, Heft 3, S. 291-303
ISSN: 1537-5277
In: Psychological Science, Forthcoming
SSRN
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 32, Heft 4, S. 541-549
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 38, Heft 5, S. 791-795
ISSN: 1537-5277
In: Journal of Consumer Research, Forthcoming
SSRN
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 47, Heft 1, S. 128-145
ISSN: 1537-5277
Abstract
The authors propose that the phonetic elements of a name affect risk perception. Specifically, they find that people prefer a name that evokes volatility when faced with a risky prospect, but prefer a name that evokes calmness when faced with a safe prospect. The authors posit that a volatile (vs. calm) prospect name results in more perceived fluctuations, and thus greater movement from, the given risk level. Therefore, a volatile prospect name results in a wider range of probabilities compared to a calm prospect name. The authors test the proposed effect and the role of the phonetic elements of a name using real-world data and controlled studies within diverse consumer domains (e.g., product evaluations, wagering, and branding). Findings contribute to the larger theoretical area of phonetic symbolism and provide guidance for practitioners trying to maximize preference for a given product, service, or policy.