Intel Inside: The Linguistic Properties of Effective Slogans.
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| Title: | Intel Inside: The Linguistic Properties of Effective Slogans. |
|---|---|
| Authors: | Hodges, Brady T (AUTHOR) bhodges@missouri.edu, Estes, Zachary (AUTHOR), Warren, Caleb (AUTHOR) |
| Source: | Journal of Consumer Research. Feb2024, Vol. 50 Issue 5, p865-886. 22p. |
| Subject Terms: | *Slogans, *Linguistics, *Consumer attitudes, *Brand awareness, *Eye tracking, *Consumer behavior |
| Abstract: | How can marketers create slogans that consumers like and remember? We answer this question by analyzing how the lexical, semantic, and emotional properties of a slogan's individual words combine to influence slogan liking and slogan memory. Through a large correlational study with over 800 brand slogans, laboratory experiments, a biometric eye-tracking experiment, and a field study, we unearth the word properties that make slogans effective. We predict and find that linguistic properties that make a slogan easier to process (i.e. more fluent) result in slogans that are more likable but less memorable, whereas linguistic properties that reduce processing fluency result in slogans that are less likable but more memorable. Across our multi-method investigation, participants indicated a more favorable attitude toward slogans that are shorter, omit the brand name, and use words that are linguistically frequent, perceptually distinct, and abstract. In contrast, participants were more likely to remember slogans that are longer, include the brand name, and use words that are linguistically infrequent, concrete, and less perceptually distinct. We conclude by offering marketers practical advice into optimal word-choice strategies and delivering actionable guidance for creating slogans that are either likable or memorable. [ABSTRACT FROM AUTHOR] |
| Database: | Energy & Power Source |
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| FullText | Links: – Type: pdflink Text: Availability: 1 |
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| Header | DbId: enr DbLabel: Energy & Power Source An: 174784017 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 0 |
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| Items | – Name: Title Label: Title Group: Ti Data: Intel Inside: The Linguistic Properties of Effective Slogans. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Hodges%2C+Brady+T%22">Hodges, Brady T</searchLink> (AUTHOR)<i> bhodges@missouri.edu</i><br /><searchLink fieldCode="AR" term="%22Estes%2C+Zachary%22">Estes, Zachary</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Warren%2C+Caleb%22">Warren, Caleb</searchLink> (AUTHOR) – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Journal+of+Consumer+Research%22">Journal of Consumer Research</searchLink>. Feb2024, Vol. 50 Issue 5, p865-886. 22p. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22Slogans%22">Slogans</searchLink><br />*<searchLink fieldCode="DE" term="%22Linguistics%22">Linguistics</searchLink><br />*<searchLink fieldCode="DE" term="%22Consumer+attitudes%22">Consumer attitudes</searchLink><br />*<searchLink fieldCode="DE" term="%22Brand+awareness%22">Brand awareness</searchLink><br />*<searchLink fieldCode="DE" term="%22Eye+tracking%22">Eye tracking</searchLink><br />*<searchLink fieldCode="DE" term="%22Consumer+behavior%22">Consumer behavior</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: How can marketers create slogans that consumers like and remember? We answer this question by analyzing how the lexical, semantic, and emotional properties of a slogan's individual words combine to influence slogan liking and slogan memory. Through a large correlational study with over 800 brand slogans, laboratory experiments, a biometric eye-tracking experiment, and a field study, we unearth the word properties that make slogans effective. We predict and find that linguistic properties that make a slogan easier to process (i.e. more fluent) result in slogans that are more likable but less memorable, whereas linguistic properties that reduce processing fluency result in slogans that are less likable but more memorable. Across our multi-method investigation, participants indicated a more favorable attitude toward slogans that are shorter, omit the brand name, and use words that are linguistically frequent, perceptually distinct, and abstract. In contrast, participants were more likely to remember slogans that are longer, include the brand name, and use words that are linguistically infrequent, concrete, and less perceptually distinct. We conclude by offering marketers practical advice into optimal word-choice strategies and delivering actionable guidance for creating slogans that are either likable or memorable. [ABSTRACT FROM AUTHOR] |
| PLink | https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=enr&AN=174784017 |
| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1093/jcr/ucad034 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 22 StartPage: 865 Subjects: – SubjectFull: Slogans Type: general – SubjectFull: Linguistics Type: general – SubjectFull: Consumer attitudes Type: general – SubjectFull: Brand awareness Type: general – SubjectFull: Eye tracking Type: general – SubjectFull: Consumer behavior Type: general Titles: – TitleFull: Intel Inside: The Linguistic Properties of Effective Slogans. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Hodges, Brady T – PersonEntity: Name: NameFull: Estes, Zachary – PersonEntity: Name: NameFull: Warren, Caleb IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 02 Text: Feb2024 Type: published Y: 2024 Identifiers: – Type: issn-print Value: 00935301 Numbering: – Type: volume Value: 50 – Type: issue Value: 5 Titles: – TitleFull: Journal of Consumer Research Type: main |
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