Topolinski Sascha, Zürn Michael, Schneider Iris K
Department of Psychology, University of Cologne Cologne, Germany.
Department of Psychology, University of Wuerzburg Würzburg, Germany.
Front Psychol. 2015 May 13;6:585. doi: 10.3389/fpsyg.2015.00585. eCollection 2015.
The present approach exploits the biomechanical connection between articulation and ingestion-related mouth movements to introduce a novel psychological principle of brand name design. We constructed brand names for diverse products with consonantal stricture spots either from the front to the rear of the mouth, thus inwards (e.g., BODIKA), or from the rear to the front, thus outwards (e.g., KODIBA). These muscle dynamics resemble the oral kinematics during either ingestion (inwards), which feels positive, or expectoration (outwards), which feels negative. In 7 experiments (total N = 1261), participants liked products with inward names more than products with outward names (Experiment 1), reported higher purchase intentions (Experiment 2), and higher willingness-to-pay (Experiments 3a-3c, 4, 5), with the price gain amounting to 4-13% of the average estimated product value. These effects occurred across English and German language, under silent reading, for both edible and non-edible products, and even in the presence of a much stronger price determinant, namely fair-trade production (Experiment 5).
目前的方法利用了发音与进食相关的口腔动作之间的生物力学联系，引入了一种全新的品牌名称设计心理原则。我们为各类产品构建了品牌名称，其辅音紧缩点要么从口腔前部到后部，即向内（例如BODIKA），要么从口腔后部到前部，即向外（例如KODIBA）。这些肌肉动态类似于进食（向内，感觉积极）或吐痰（向外，感觉消极）时的口腔运动学。在7项实验（总样本量N = 1261）中，参与者对名称向内的产品的喜爱超过名称向外的产品（实验1），报告的购买意愿更高（实验2），支付意愿也更高（实验3a - 3c、4、5），价格提升幅度达平均估计产品价值的4 - 13%。这些效应在英语和德语环境中均有出现，在默读条件下，对可食用和不可食用产品都成立，甚至在存在一个更强的价格决定因素即公平贸易生产的情况下也是如此（实验5）。
