ABSTRACT Purpose – We investigate children’s perception of a product’s physical attribute (size) ... more ABSTRACT Purpose – We 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 x 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 (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. We illustrate that brand logo-related shape symbolism effects are weaker, and appear later in age when compared to brand name-related sound symbolism effects. Further, younger children, not older children, are able to infer product attribute meaning from sound stimuli when exposed to congruent brand names and brand logos. Practical implications – When selecting an inventive brand element, consideration should be given to the relationship between the vowel sounds contained in a brand’s name and product attributes, and also the shape of the brand’s logo and product attributes.
The case for a Complexity Continuum (CC) is presented. Past research on the effects of syntactic ... more The case for a Complexity Continuum (CC) is presented. Past research on the effects of syntactic complexity (and other contributors to complexity, such as difficult words) in an advertising context has yielded seemingly contradictory findings. Rather than being problematic, however, it is argued in this conceptual paper that the various results from past research are complementary. By placing each study along the CC (based on medium, textual factors, and participant characteristics) one can see how results to date combined provide a clearer understanding of how complexity operates. Two experiments provide additional evidence of the validity of the CC proposed herein.
ABSTRACT We utilize the Identity-Based Motivation (IBM) model to examine gift giving within the i... more ABSTRACT We utilize the Identity-Based Motivation (IBM) model to examine gift giving within the identity-stripping context of Nazi concentration camps, as reported in the memoirs of Holocaust survivors. By exploring gift giving in this crisis-laden context, we demonstrate the fundamental role gifts can play in reestablishing personal and social identities. In doing so, we provide insights into the motivations for giving that go beyond the existing paradigms that emphasize social exchange, economic exchange, or agapic giving. Further, we introduce the construct of anticipated reckoning, in which people self-regulate their behavior through an imagined future self whom they perceive to judge their current actions.
ABSTRACT Purpose – We investigate children’s perception of a product’s physical attribute (size) ... more ABSTRACT Purpose – We 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 x 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 (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. We illustrate that brand logo-related shape symbolism effects are weaker, and appear later in age when compared to brand name-related sound symbolism effects. Further, younger children, not older children, are able to infer product attribute meaning from sound stimuli when exposed to congruent brand names and brand logos. Practical implications – When selecting an inventive brand element, consideration should be given to the relationship between the vowel sounds contained in a brand’s name and product attributes, and also the shape of the brand’s logo and product attributes.
ABSTRACT Purpose – We investigate children’s perception of a product’s physical attribute (size) ... more ABSTRACT Purpose – We 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 x 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 (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. We illustrate that brand logo-related shape symbolism effects are weaker, and appear later in age when compared to brand name-related sound symbolism effects. Further, younger children, not older children, are able to infer product attribute meaning from sound stimuli when exposed to congruent brand names and brand logos. Practical implications – When selecting an inventive brand element, consideration should be given to the relationship between the vowel sounds contained in a brand’s name and product attributes, and also the shape of the brand’s logo and product attributes.
The case for a Complexity Continuum (CC) is presented. Past research on the effects of syntactic ... more The case for a Complexity Continuum (CC) is presented. Past research on the effects of syntactic complexity (and other contributors to complexity, such as difficult words) in an advertising context has yielded seemingly contradictory findings. Rather than being problematic, however, it is argued in this conceptual paper that the various results from past research are complementary. By placing each study along the CC (based on medium, textual factors, and participant characteristics) one can see how results to date combined provide a clearer understanding of how complexity operates. Two experiments provide additional evidence of the validity of the CC proposed herein.
ABSTRACT We utilize the Identity-Based Motivation (IBM) model to examine gift giving within the i... more ABSTRACT We utilize the Identity-Based Motivation (IBM) model to examine gift giving within the identity-stripping context of Nazi concentration camps, as reported in the memoirs of Holocaust survivors. By exploring gift giving in this crisis-laden context, we demonstrate the fundamental role gifts can play in reestablishing personal and social identities. In doing so, we provide insights into the motivations for giving that go beyond the existing paradigms that emphasize social exchange, economic exchange, or agapic giving. Further, we introduce the construct of anticipated reckoning, in which people self-regulate their behavior through an imagined future self whom they perceive to judge their current actions.
ABSTRACT Purpose – We investigate children’s perception of a product’s physical attribute (size) ... more ABSTRACT Purpose – We 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 x 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 (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. We illustrate that brand logo-related shape symbolism effects are weaker, and appear later in age when compared to brand name-related sound symbolism effects. Further, younger children, not older children, are able to infer product attribute meaning from sound stimuli when exposed to congruent brand names and brand logos. Practical implications – When selecting an inventive brand element, consideration should be given to the relationship between the vowel sounds contained in a brand’s name and product attributes, and also the shape of the brand’s logo and product attributes.
We investigate how individuals who adopt a new consumption ideology and are thus characterized as... more We investigate how individuals who adopt a new consumption ideology and are thus characterized as deviant from the norm, reconstruct their social identity at the individual and collective levels. We find that consumers employ different rhetorical and behavioral tactics to negotiate newly adopted consumer practices with similar others, members of their in-group, and the wider community. If these tactics are unsuccessful, consumers recategorize their in-group.
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Papers by tina M lowrey