叠音品牌名称对消费者知觉和态度的影响

doi:10.3724/SP.J.1042.2020.01071

摘要/Abstract

摘要：

品牌名称是重要的品牌资产, 在传递品牌价值、构建品牌形象和凸显品牌特征的过程中起到关键作用。以往研究发现, 品牌名称的语义特征和语音特征(元音、辅音)都会对消费者知觉和态度产生影响, 但少有研究考察叠音这种语音结构特征的作用。从婴儿图式的角度, 考察叠音品牌名称对消费者知觉和态度的影响, 并检验其作用机制和边界。具体内容包括：(1)考察叠音品牌名称对消费者品牌知觉(物理特征知觉、心理特征知觉)及其消费者态度的影响及其作用机制。(2)检验内部语音特征和外部线索特征在叠音品牌名称与消费者知觉之间的调节作用。(3)检验产品类型特征和消费者特征在叠音品牌名称和消费者态度之间的调节作用。

关键词: 叠音, 品牌名称, 婴儿图式

Abstract:

Brand name is significant brand equity. It plays a vital role in delivering brand value, building brand image and highlighting brand characteristics. Previous research found that the semantic and phonetic features of a brand name would influence consumers’ perception and preference. From the perspective of baby schema, we examine the effect of repeated two-syllable brand name on consumers’ brand perception (physical perception and psychological perception) and consumers’ attitude, and also verify the mechanism and boundary of the effect. More specific expositions are as follows: (1) Examining the effect and mechanism of repeated two-syllable brand name on consumers’ physical perception, psychological perception and attitude; (2) Verifying the moderating effect of the internal phonetic feature and the external cuing feature between the repeated two-syllable brand name and consumers’ perception; (3) Verifying the moderating effect of product type and consumers’ feature between the repeated two-syllable brand name and consumers’ attitude.

Key words: repeated two-syllable, brand name, baby schema

中图分类号:

B849: F713.55

魏华, 汪涛, 毛磊, 冯文婷, 熊莎莎. (2020). 叠音品牌名称对消费者知觉和态度的影响. 心理科学进展 , 28(7), 1071-1082.

WEI Hua, WANG Tao, MAO Lei, FENG Wenting, XIONG Shasha. (2020). The effect of repeated two-syllable brand name on consumers’ perception and attitude. Advances in Psychological Science, 28(7), 1071-1082.

图/表 1

参考文献 91

[1]	丁瑛, 庞隽, 王妍苏. (2019). 形状-性别内隐联结及其对消费者形状偏好的影响. 心理学报, 51(2), 216-266.
[2]	窦东徽, 刘肖岑, 张玉洁. (2014). 娃娃脸效应: 对婴儿面孔的偏好及过度泛化. 心理科学进展, 22(5), 760-771. doi: 10.3724/SP.J.1042.2014.00760 URL
[3]	冯文婷, 汪涛. (2017). 数字的力量: 品牌中数字大小对消费者态度的影响. 心理学报, 49(12), 1581-1589.
[4]	傅力. (1996). 《论语》叠字艺术浅析. 当代修辞学, 6, 25-26.
[5]	高辉, 郝佳, 周懿瑾, 许娟娟. (2010). “洋名”好, 还是“土名”好?中国仿洋和仿古品牌命名研究. 商业经济与管理, 1(10), 61-68.
[6]	贺川生. (2003). 美国语言新产业调查报告:品牌命名. 当代语言学, 5(1), 41-53.
[7]	李红星, 南庆华. (2011). 549例新生儿满月体重身高及其影响因素分析. 中国妇幼保健, 26(31), 4858-4859.
[8]	李辉. (1993). 婴儿前言语行为研究的新进展. 心理发展与教育, (2), 39-43.
[9]	李佳源. (2015). 联觉的发展与习得. 心理科学进展, 23(1), 41-50. doi: 10.3724/SP.J.1042.2015.00041 URL
[10]	罗笠铢, 罗禹, 鞠恩霞, 马文娟, 李红. (2011). 婴儿图式及其加工的性别差异. 心理科学进展, 19(10), 1471-1479.
[11]	彭小红, 白小芳. (2014). 论早期说汉语儿童的叠词现象. 西南交通大学学报(社会科学版), 15(6), 44-48.
[12]	尚晓燕, 郭晓凌. (2017). 外来的和尚更会念经吗?外国式品牌命名研究述评与展望. 外国经济与管理, 39(11), 14-30.
[13]	舒志武. (2007). 杜诗叠音对仗的艺术效果. 武汉大学学报(人文科学版), 60(3), 329-334.
[14]	孙瑾, 林海超. (2017). 唯男子与小物可诱也?品牌名称暗示性对消费者决策的影响研究. 北京工商大学学报(社会科学版), 32(4), 34-44.
[15]	孙瑾, 张红霞. (2012). 品牌名称暗示性对消费者决策选择的影响, 认知需要和专业化水平的调节作用. 心理学报, 44(5), 698-710.
[16]	王冀. (2002). 《诗经·国风》中叠字浅析. 当代修辞学, (3), 7-7.
[17]	汪涛, 邓劲. (2010). 国家营销、国家形象与国家软实力. 武汉大学学报(哲学社会科学版), 63(2), 249-253.
[18]	汪涛, 聂春艳, 刘英为, 孟佳佳. (2017). 来源国文献计量分析. 营销科学学报, 13(2), 71-94.
[19]	魏华, 汪涛, 周宗奎, 冯文婷, 丁倩. (2016). 叠音品牌名称对消费者知觉和偏好的影响. 心理学报, 48(11), 1479-1488. doi: 10.3724/SP.J.1041.2016.01479 URL
[20]	吴天敏, 许政援. (1979). 初生到三岁儿童言语发展记录的初步分析. 心理学报, 11(2), 153-165.
[21]	谢志鹏, 汪涛, 赵晶. (2018). 营销中的“可爱感知”研究综述. 外国经济与管理, 40(5), 57-69.
[22]	许丽颖, 喻丰, 周爱钦, 杨沈龙, 丁晓军. (2019). 萌: 感知与后效. 心理科学进展, 27(4), 689-699.
[23]	许政援. (1996). 三岁前儿童语言发展的研究和有关的理论问题. 心理发展与教育, (3), 1-11.
[24]	许政援, 郭小朝. (1992). 11-14个月儿童的语言获得——成人的言语教授和儿童的模仿学习. 心理学报, 24(2), 148-157.
[25]	殷志平. (2011). 中外企业汉语品牌命名的现状与趋势: 语言学视角分析. 营销科学学报, 7(2), 132-147.
[26]	张立昌, 蔡基刚. (2013). 20 世纪以来的语音象征研究: 成就, 问题与前景. 解放军外国语学院学报, 36(6), 8-13.
[27]	张宁, 余利琴, 郑付成. (2018). 虚拟代言人特征对品牌态度的影响研究——产品知识的调节作用. 珞珈管理评论, 18(2), 91-101.
[28]	张全成, 赖天豪, 杨宇科. (2016). 品牌名称元素对消费者感知影响的最新研究进展回顾. 品牌, (6), 13-19.
[29]	张学新. (2011). 汉字拼义理论:心理学对汉字本质的新定性. 华南师范大学学报(社会科学版), (4), 5-13.
[30]	周有斌. (2012). 叠音人名的考察与分析. 语言文字应用, (4), 48-55.
[31]	左海霞, 姚喜明. (2006). 修辞视角下的网络语言. 外语电化教学, (1), 27-31.
[32]	Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356. doi: 10.1177/002224379703400304 URL
[33]	Baeken, C., van Schuerbeek, P., de Raedt, R., Bossuyt, A., Vanderhasselt, M. A., de Mey, J., & Luypaert, R. (2010). Passively viewing negatively valenced baby faces attenuates left amygdala activity in healthy females scoring high on ‘Harm Avoidance’. Neuroscience Letters, 478(2), 97-101. URL pmid: 20452398
[34]	Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168. doi: 10.1086/jcr.1988.15.issue-2 URL
[35]	Bem, S. L. (1981). Gender schema theory: A cognitive account of sex typing. Psychological Review, 88(4), 354-364. doi: 10.1037/0033-295X.88.4.354 URL
[36]	Berry, D. S., & Mcarthur, L. Z. (1985). Some components and consequences of a babyface. Journal of Personality & Social Psychology, 48(2), 312-323.
[37]	Bettman, J. R., & Park, C. W. (1980). Effects of prior knowledge and experience and phase of the choice process on consumer decision processes: A protocol analysis. Journal of Consumer Research, 7(3), 234-248. doi: 10.1086/jcr.1980.7.issue-3 URL
[38]	Borgi, M., Cogliatidezza, I., Brelsford, V., Meints, K., & Cirulli, F. (2014). Baby schema in human and animal faces induces cuteness perception and gaze allocation in children. Frontiers in Psychology, 5, 411. URL pmid: 24847305
[39]	Brosch, T., Sander, D., & Scherer, K. R. (2007). That baby caught my eye.. attention capture by infant faces. Emotion, 7(3), 685-689. doi: 10.1037/1528-3542.7.3.685 URL pmid: 17683225
[40]	Brosch, T., Sander, D., Pourtois, G., & Scherer, K. R. (2008). Beyond fear rapid spatial orienting toward positive emotional stimuli. Psychological Science, 19(4), 362-370. doi: 10.1111/j.1467-9280.2008.02094.x URL pmid: 18399889
[41]	Brough, A. R., Wilkie, J. E. B., Ma, J., Isaac, M. S., & Gal, D. (2016). Is eco-friendly unmanly? The green-feminine stereotype and its effect on sustainable consumption. Journal of Consumer Research, 43(4), 567-582. doi: 10.1093/jcr/ucw044 URL
[42]	Chin, S. F., Wade, T. J., & French, K. (2006). Race and facial attractiveness: Individual differences in perceived adoptability of children. Journal of Cultural and Evolutionary Psychology, 4(3-4), 215-229. doi: 10.1556/JCEP.4.2006.3-4.2 URL
[43]	Cho, H. (2019). Brand name fluency and perceptions of water purity and taste. Food Quality & Preference, 71, 21-24.
[44]	Collins, A. M., & Loftus, E. F. (1975). A spreading-activation theory of semantic processing. Psychological Review, 82(6), 407-428. doi: 10.1037/0033-295X.82.6.407 URL
[45]	Desai, S. (2011). Adults behave better when teddy bears are in the room. Harvard Business Review, 89(9), 30-31. URL pmid: 21939126
[46]	Dong, P., Huang, X., & Labroo, A. A. (2019). Cueing morality: The effect of high-pitched music on healthy choice. Journal of Marketing, https://doi.org/10.1177/0022242918813577 URL pmid: 12309673
[47]	Ferguson, C. A. (1964). Baby talk in six languages. American Anthropologist, 66(6), 103-114. doi: 10.1525/aa.1964.66.suppl_3.02a00060 URL
[48]	Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-353. doi: 10.1086/jcr.1998.24.issue-4 URL
[49]	Friedman, H., & Zebrowitz, L. A. (1992). The contribution of typical sex differences in facial maturity to sex role stereotypes. Personality & Social Psychology Bulletin, 18(4), 430-438.
[50]	Glocker, M. L., Langleben, D. D., Kosha, R., Loughead, J. W., Valdez, J. N., Griffin, M. D., ... Gur, R. C. (2009). Baby schema modulates the brain reward system in nulliparous women. Proceedings of the National Academy of Sciences of the United States of America, 106(22), 9115-9119. URL pmid: 19451625
[51]	Glocker, M. L., Langleben, D. D., Ruparel, K., Loughead, J. W., Gur, R. C., & Sachser, N. (2010). Baby schema in infant faces induces cuteness perception and motivation for caretaking in adults. Ethology, 115(3), 257-263. doi: 10.1111/j.1439-0310.2008.01603.x URL pmid: 22267884
[52]	Gorn, G. J., Jiang, Y., & Johar, G. V. (2008). Babyfaces, trait inferences, and company evaluations in a public relations crisis. Journal of Consumer Research, 35(1), 36-49. doi: 10.1086/529533 URL
[53]	Grohmann, B. (2009). Gender dimensions of brand personality. Journal of Marketing Research, 46(1), 105-119. doi: 10.1509/jmkr.46.1.105 URL
[54]	Guevremont, A., & Grohmann, B. (2015). Consonants in brand names influence brand gender perceptions. European Journal of Marketing, 49(1/2), 101-122. doi: 10.1108/EJM-02-2013-0106 URL
[55]	Hoftede, G., Hofstede, G. J., & Minkov, M. (2010). Cultures and organizations: Software of the mind. New York: McGraw-Hill.
[56]	Hung, S. M., Styles, S. J., & Hsieh, P. J. (2017). Can a word sound like a shape before you have seen it? Sound-shape mapping prior to conscious awareness. Psychological Science, 28(3), 263-275. doi: 10.1177/0956797616677313 URL pmid: 28112997
[57]	Jiang, Y., Gorn, G. J., Galli, M., & Chattopadhyay, A. (2016). Does your company have the right logo? How and why circular-and angular-logo shapes influence brand attribute judgments. Journal of Consumer Research, 42(5), 709-726. doi: 10.1093/jcr/ucv049 URL
[58]	Keating, C. F., Randall, D. W., Kendrick, T., & Gutshall, K. A. (2003). Do babyfaced adults receive more help? The (cross-cultural) case of the lost resume. Journal of Nonverbal Behavior, 27(2), 89-109. doi: 10.1023/A:1023962425692 URL
[59]	Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. doi: 10.1177/002224299305700401 URL
[60]	Keller, K. L., Heckler, S. E., & Houston, M. J. (1998). The effects of brand name suggestiveness on advertising recall. The Journal of Marketing, 62(1), 48-57. doi: 10.1177/002224299806200105 URL
[61]	Klink, R. R. (2000). Creating brand names with meaning: The use of sound symbolism. Marketing Letters, 11(1), 5-20. doi: 10.1023/A:1008184423824 URL
[62]	Klink, R. R. (2003). Creating meaningful brands: The relationship between brand name and brand mark. Marketing Letters, 14(3), 143-157. doi: 10.1023/A:1027476132607 URL
[63]	Klink, R. R., & Athaide, G. A. (2012). Creating brand personality with brand names. Marketing Letters, 23(1), 109-117. doi: 10.1007/s11002-011-9140-7 URL
[64]	Klink, R. R., & Wu, L. (2017). Creating ethical brands: The role of brand name on consumer perceived ethicality. Marketing Letters, 28(3), 411-422. doi: 10.1007/s11002-017-9424-7 URL
[65]	Kringelbach, M. L., Stark, E. A., Alexander, C., Bornstein, M. H., & Stein, A. (2016). On cuteness: Unlocking the parental brain and beyond. Trends in Cognitive Sciences, 20(7), 545-558. doi: 10.1016/j.tics.2016.05.003 URL pmid: 27211583
[66]	Kronrod, A., & Lowrey, T. M. (2016). Tastlé-Nestlé, Toogle- Google: The effects of similarity to familiar brand names in brand name innovation. Journal of Business Research, 69(3), 1182-1189. doi: 10.1016/j.jbusres.2015.09.015 URL
[67]	Lee, Y. H., & Ang, K. S. (2003). Brand name suggestiveness: A Chinese language perspective. International Journal of Research in Marketing, 20(4), 323-335. doi: 10.1016/j.ijresmar.2003.03.002 URL
[68]	Lieven, T., Grohmann, B., Herrmann, A., Tilburg, M. V., & Landwehr, J. R. (2015). The effect of brand design on brand gender perceptions and brand preference. European Journal of Marketing, 49(1/2), 146-169. doi: 10.1108/EJM-08-2012-0456 URL
[69]	Livingston, R. W., & Pearce, N. A. (2010). The teddy-bear effect: Does having a baby face benefit black chief executive officers? Psychological Science, 20(10), 1229-1236. doi: 10.1111/j.1467-9280.2009.02431.x URL pmid: 19732388
[70]	Lorenz, K. (1943). Die angeborenen formen möglicher erfahrung. Zeitschrift für Tierpsychologie, 5(2), 235-409. doi: 10.1111/j.1439-0310.1943.tb00655.x URL
[71]	Lowe, M. L., & Haws, K. L. (2017). Sounds big: The effects of acoustic pitch on product perceptions. Journal of Marketing Research, 54(2), 331-346. doi: 10.1509/jmr.14.0300 URL
[72]	Lowrey, T. M., & Shrum, L. J. (2007). Phonetic symbolism and brand name preference. Journal of Consumer Research, 34(3), 406-414. doi: 10.1086/518530 URL
[73]	Maglio, S. J., & Feder, M. A. (2017). The making of social experience from the sounds in names. Social Cognition, 35(6), 663-674. doi: 10.1521/soco.2017.35.6.663 URL
[74]	Maoz, I. (2012). The face of the enemy: The effect of press-reported visual information regarding the facial features of opponent politicians on support for peace. Political Communication, 29(3), 243-256. doi: 10.1080/10584609.2012.694987 URL
[75]	Meyers-Levy, J., & Tybout, A. M. (1989). Schema congruity as a basis for product evaluation. Journal of consumer Research, 16(1), 39-54. doi: 10.1086/jcr.1989.16.issue-1 URL
[76]	Pogacar, R., Shrum, L, J., & Lowrey, T. M. (2018). The effects of linguistic devices on consumer information processing and persuasion: A language complexity× processing mode framework. Journal of Consumer Psychology, 28(4), 689-711. doi: 10.1002/jcpy.2018.28.issue-4 URL
[77]	Poutvaara, P., Jordahl, H., & Berggren, N. (2009). Faces of politicians: Babyfacedness predicts inferred competence but not electoral success. Journal of Experimental Social Psychology, 45(5), 1132-1135. doi: 10.1016/j.jesp.2009.06.007 URL
[78]	Qin, Y., Wen, N., & Dou, W. (2015). Effects of perceptual and conceptual similarities on consumers' evaluations of copycat brand names. Journal of Consumer Behaviour, 15(2), 117-125. doi: 10.1002/cb.v15.2 URL
[79]	Sapir, E. (1929). A study in phonetic symbolism. Journal of Experimental Psychology, 12(3), 225-239. doi: 10.1037/h0070931 URL
[80]	Schnurr, B. (2018). What’s best for whom? The effect of product gender depends on positioning. European Journal of Marketing, 52(1/2), 367-391. doi: 10.1108/EJM-03-2017-0207 URL
[81]	Shaffer, D., & Kipp, K. (2009). Developmental psychology: Childhood and adolescence. Belmont: Wadsworth. URL pmid: 3289309
[82]	Sherman, G. D., Jonathan, H., & Coan, J. A. (2009). Viewing cute images increases behavioral carefulness. Emotion, 9(2), 282-286. doi: 10.1037/a0014904 URL pmid: 19348541
[83]	Slepian, M. L., & Galinsky, A. D. (2016). The voiced pronunciation of initial phonemes predicts the gender of names. Journal of Personality and Social Psychology, 110(4), 509-527. doi: 10.1037/pspa0000041 URL pmid: 26867112
[84]	Turner, J. C., & Oakes, P. J. (1986). The significance of the social identity concept for social psychology with reference to individualism, interactionism and social influence. British Journal of Social Psychology, 25(3), 237-252. doi: 10.1111/bjso.1986.25.issue-3 URL
[85]	Wang, T., Mukhopadhyay, A., & Patrick, V. M. (2017). Getting consumers to recycle NOW! When and why cuteness appeals influence prosocial and sustainable Behavior. Journal of Public Policy & Marketing, 36(2), 269-283.
[86]	Westbury, C. (2005). Implicit sound symbolism in lexical access: Evidence from an interference task. Brain and Language, 93(1), 10-19. doi: 10.1016/j.bandl.2004.07.006 URL
[87]	Wu, L., Klink, R. R., & Guo, J. (2013). Creating gender brand personality with brand names: The effects of phonetic symbolism. Journal of Marketing Theory and Practice, 21(3), 319-330. doi: 10.2753/MTP1069-6679210306 URL
[88]	Yan, D. (2016). Numbers are gendered: The role of numerical precision. Journal of Consumer Research, 43(2), 303-316. doi: 10.1093/jcr/ucw020 URL
[89]	Yorkston, E., & Menon, G. (2004). A sound idea: Phonetic effects of brand names on consumer judgments. Journal of Consumer Research, 31(1), 43-51. doi: 10.1086/383422 URL
[90]	Zebrowitz, L. A., & Montepare, J. M. (2008). Social psychological face perception: Why appearance matters. Social & Personality Psychology Compass, 2(3), 1497-1517. doi: 10.1111/j.1751-9004.2008.00109.x URL pmid: 20107613
[91]	Zheng, W., Yang, Q., Peng, K., & Yu, F. (2016). What's in the Chinese babyface? Cultural differences in understanding the babyface. Frontiers in Psychology, 7, 819. doi: 10.3389/fpsyg.2016.00819 URL pmid: 27303360