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I was soaping you would recognize : the effect of sound symbolism, shape and colour on the consumer experience of solid soap.

Muijsert, L.R.I. (2017) I was soaping you would recognize : the effect of sound symbolism, shape and colour on the consumer experience of solid soap.

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Abstract:Nowadays, people are exposed to unfamiliar and foreign brand names that are meaningless to them. However, these unfamiliar brand names can create certain associations in the mind of the consumer due to sound symbolism. As Fenko, Lotterman and Galetzka (2016) showed that congruency between product attributes leads to higher product expectations and these products tend to be more likely to be purchased in case of (healthy) food products, it is questionable if this is also generalizable for personal care products. If so, this would be a crucial element to take in mind for designers and marketers since consumers often switch between brands within personal care products. In this study the focus will be on solid body soap and the effect of congruency between name, shape and colour. For this study a 2 x (round versus sharp shape) 2 x (soft sound versus sharp sound name) 2 (white versus blue) design is used. The perception of cleansing power, perception of femininity/ masculinity, product liking, product attitude and purchase intention were measured. The moderator is gender since it can be expected that females are more attracted by soaps with feminine characteristics and for males vice versa. It was expected that the congruent combinations between gender characteristics of the soaps will be more liked, purchased, have a more positive attitude and a higher expected cleansing power over the incongruent combinations. The results of the study show that congruency between name, shape and colour had no main effect. It turned out that colour had a significant effect for many dependent variables and therefore can be perceived as dominant.
Item Type:Essay (Master)
Clients:
Unknown organization, Nederland
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/74159
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