MCS 2020 Chapter 1: MCS Research Component

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2020
• Professor: Nicole Mc Callum

Document Summary

Mcs*2020 f15 (02) - research component - paul shllaku 0889294 (a sound idea: phonetic effects of brand names on consumer judgments-study #1) By eric yorkston and geeta menon: description of study objective. In this study the researchers are examining the phenomenon known as sound symbolism. This is where the sound of a word can convey meanings. They look specifically into brand names that are popular and composed of individual sounds known as phonemes (yorkston, e & menon, g). The researchers look into the relationship between a brands words and sounds and the effect they might have on the consumers evaluation of products and their characteristics. In order to test their theories and hypnosis"s they provide a test sample study"s each testing a different aspect of the sound symbolism. Study 1 involves ice cream and attributes of the ice cream such as smoothness, creaminess, richness, and sweetness. Finally, attribute importance ratings were collected (yorkston,e & menon,g. ).