دانلود مقاله ISI انگلیسی شماره 1931
ترجمه فارسی عنوان مقاله

مدیریت انتظارات حسی مربوط به محصولات و نام های تجاری (برند) : سرمایه گذاری بر ظرفیت نمادپردازی صدا و شکل

عنوان انگلیسی
Managing sensory expectations concerning products and brands: Capitalizing on the potential of sound and shape symbolism
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
1931 2012 18 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Consumer Psychology, Volume 22, Issue 1, January 2012, Pages 37–54

ترجمه کلمات کلیدی
نمادگرایی صدا - نمادگرایی شکل - مکاتبات متقابل مودال - تناسب - واگذاری احساس - حساسیت چندگانه - بسته بندی - برند - برچسب گذاری -
کلمات کلیدی انگلیسی
Sound symbolism,Shape symbolism,Crossmodal correspondences,Congruency, Sensation transference,Multisensory,Packaging,Branding,Labeling,
پیش نمایش مقاله
پیش نمایش مقاله  مدیریت انتظارات حسی مربوط به محصولات و نام های تجاری (برند) : سرمایه گذاری بر ظرفیت نمادپردازی صدا و شکل

In this article, the evidence demonstrating the existence of a variety of robust crossmodal correspondences between both sounds (phonetic speech sounds, tones, and other parameters of musical expression) and shapes, and the sensory attributes (specifically the taste, flavor, aroma, and oral-somatosensory attributes) of various foods and beverages is reviewed. The available research now clearly suggests that marketers can enhance their consumers' product experiences by ensuring that the sound symbolism of the brand name, as well as any shape symbolism of/on the labeling, and even the very shape of the packaging itself, sets up the right (i.e., congruent) product-related sensory expectations in the mind of the consumer. In this review, the rapidly-growing literature on the topic of sound and shape symbolism is critically evaluated. Potential caveats, limitations, and problems of interpretation with previous studies are highlighted. The question of whether this approach to sensory marketing should be considered as implicit (or functionally subconscious) is also addressed. Finally, some of the relative strengths and weaknesses of this approach to modulating a consumer's product-related expectations (relative to various other approaches) are considered.