Wharton-SMU Research Center Shades of Meaning: The Effect of Color and Flavor Names on Consumer Choice
نویسندگان
چکیده
Building on Grice’s (1975) theory of “conversational implicature,” we propose that consumers react favorably to unusual color or flavor names (e.g., blue haze or Alpine snow) because they are essentially assuming that the marketing messages convey some useful information. Specifically, since consumers cannot interpret the literal meaning of the ambiguous label, they focus on what they assume is the pragmatic or underlying meaning or reason for the communication effort. Since consumers believe that packaging or advertising would only provide positive information, they make positive attributions about the brand based on the ambiguous descriptions. The results of a series of experiments provide empirical support for our proposal and rule out some alternative explanations for the success of ambiguous naming strategies.
منابع مشابه
Shades of Meaning: The Effects of Color and Flavor Names on Purchase Intentions
A trip to the store these days reveals an interesting phenomenon – it is almost impossible to find items with traditional color or flavor names, such as red or grape. Gatorade offers beverages in Frost and Alpine Snow, while LL Bean offers colors such as mountain red and blue haze. Such naming strategies seem to be quite successful. Building on Grice’s (1975) theory of “conversational implicatu...
متن کاملWharton-SMU Research Center Incorporating Satisfaction into Customer Value Analysis: Optimal Investment in Life-Time Value
متن کامل
اثرات زیلپاترول هیدروکلرید بر برخی از ترکیبات شیمیایی، شاخص های رنگ و خصوصیات چشایی در ماهیچه راسته بزغاله های نر اخته شده
In this research, effects of Zilpaterol hydrochloride as a beta-2 agonist were investigated on color traits, chemical compounds (protein, fat, ash and dry matter contents) and some of consumer palatability ratings (cooking loss, tenderness, flavor, meat off flavor and general acceptability) of longissimus muscle (LM) in Mahabadi castrated male kids. In this study 16 kids with 23± 1.84 kg l...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
عنوان ژورنال:
دوره شماره
صفحات -
تاریخ انتشار 2004