Suchergebnisse

Abstract
Ironic consumption refers to using a product (brand, style, behavior, etc.) with the intent of signaling a meaning (identity, message, belief, etc.) that reverses the conventional meaning of the product. We report five studies showing that people are more likely to think that a consumer is using a product ironically when the product is incongruent with the consumer's known identity or beliefs. The impression that ironic consumers make on an observer depends on the observer's relationship with the consumed product. When a consumer uses a product associated with the observer's in-group (e.g., wearing a "Powered by Kale" shirt in front of a vegan), observers have a less favorable impression if they believe the consumer is using the product ironically. Conversely, when a consumer uses a product that is not associated with the observer's in-group (e.g., wearing a "Powered by Kale" shirt in front of a meat-eater), observers have a more favorable impression if they believe the consumer is using the product ironically. Collectively, our studies suggest that consumers can use products ironically to selectively signal one meaning to an in-group (who is likely to detect irony), and another to out-groups (who are unlikely to detect irony).

Abstract
How can marketers create slogans that consumers like and remember? We answer this question by analyzing how the lexical, semantic, and emotional properties of a slogan's individual words combine to influence slogan liking and slogan memory. Through a large correlational study with over 800 brand slogans, laboratory experiments, a biometric eye-tracking experiment, and a field study, we unearth the word properties that make slogans effective. We predict and find that linguistic properties that make a slogan easier to process (i.e., more fluent) result in slogans that are more likable but less memorable, whereas linguistic properties that reduce processing fluency result in slogans that are less likable but more memorable. Across our multi-method investigation, participants indicated a more favorable attitude toward slogans that are shorter, omit the brand name, and use words that are linguistically frequent, perceptually distinct, and abstract. In contrast, participants were more likely to remember slogans that are longer, include the brand name, and use words that are linguistically infrequent, concrete, and less perceptually distinct. We conclude by offering marketers practical advice into optimal word-choice strategies and delivering actionable guidance for creating slogans that are either likable or memorable.