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The sweet taste of consistency in brand name sound & product/label shapes: Investigating appetitive responses in a dessert context and obstacles that suppress

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  • Nancy Spears

    (Marketing & Logistics, University of North Texas)

  • Seth Ketron
  • Kirsten Cowan

Abstract

Relying on precepts from consistency theories, the research reveals that consistency between the speech sound of the brand name and dessert product/label shape enhances persuasion, appetitive increases in hunger and actual behavior (that is, taking pieces of candy for consumption). The results reveal two obstacles to the enhancing effects of consistency: (i) a dessert label shape that is less energetic and dynamic, such as one that is rounded, functions as an obstacle to consistency effects because these less energetic themes suppress energized appetitive increases in hunger and persuasion; (ii) inconsistency between dessert product shape and brand name sound functions as an obstacle because inconsistencies claims cognitive resources that seek to restore consistency, suppressing behavior and persuasion, and (iii) vivid imagery and consumption visions provide mediating explanations for the observed effects. Managerial and theoretical implications are presented.

Suggested Citation

  • Nancy Spears & Seth Ketron & Kirsten Cowan, 2016. "The sweet taste of consistency in brand name sound & product/label shapes: Investigating appetitive responses in a dessert context and obstacles that suppress," Journal of Brand Management, Palgrave Macmillan, vol. 23(4), pages 439-456, July.
    • Handle: RePEc:pal:jobman:v:23:y:2016:i:4:d:10.1057_bm.2016.17
    DOI: 10.1057/bm.2016.17
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    References listed on IDEAS

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    Cited by:

    1. Ketron, Seth & Spears, Nancy, 2021. "Sound-symbolic signaling of online retailer sizes: The moderating effect of shopping goals," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    2. Shaun M. Powell, 2016. "Journal of Brand Management – Year end review 2016," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 601-611, November.
    3. Arilova A. Randrianasolo, 2017. "Global brand value in developed, emerging, and least developed country markets," Journal of Brand Management, Palgrave Macmillan, vol. 24(5), pages 489-507, October.
    4. Ketron, Seth & Spears, Nancy, 2019. "Sounds like a heuristic! Investigating the effect of sound-symbolic correspondences between store names and sizes on consumer willingness-to-pay," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 285-292.

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