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The field of psycholinguistics and the application of psycholinguistic theory to advertising and marketing communication has become a topic of great prominence in the field of consumer behavior. Psycholinguistic Phenomena in Marketing Communications is the first book to address the growing research in this area. This timely volume combines research conducted by current scholars as it demonstrates diversity of the field in terms of relevant topics and methodological approaches. It examines brand names and their semantic and sound-based impact; sentence structure and research in marketing communication; advertising narratives evoking emotional responses; the effects of empathy response on advertising; and the role of language and images in creation of advertising.
The book includes authors from a variety of fields, including mass communication, marketing, social psychology, linguistics, and neuropsychology. A range of perspectives is discussed, from qualitative text analysis to controlled psychological experimentation. Psycholinguistic Phenomena in Marketing Communications is intended for students and scholars in numerous disciplines, such as advertising, marketing, social psychology, sociology, and linguistics. It is also suitable for graduate courses in these disciplines.
Contents: Preface. T.M. Lowrey, Psycholinguistic Phenomena in Marketing Communications: An Overview. Part I: The Impact of Mere Words-Their Meanings and Sounds. J. Hoegg, J.W. Alba, Linguistic Framing of Sensory Experience: There Is Some Accounting for Taste. P.F.D. Gontijo, S. Zhang, The Mental Representation of Brand Names: Are Brand Names a Class by Themselves? L.J. Shrum, T.M. Lowrey, Sounds Convey Meaning: The Implications of Phonetic Symbolism for Brand Names. S. Zhang, B.H. Schmitt, Phonology and Semantics in International Marketing: What Brand Name Translations Tell Us About Consumer Cognition. D. Lerman, Phonology, Morphology, and Semantics: Towards a Fuller Conceptualization of Brand Name Meaning. Part II: Stringing Words Together-The Importance of Sentences.
R. Meeds, S.D. Bradley, The Role of the Sentence and Its Importance in Marketing Communications. C.V. Dimofte, R.F. Yalch, The Use and Abuse of Polysemy in Marketing Communications. B.J. Phillips, E.F. McQuarrie, Road Map or Secret Weapon? The Role of Conceptual Metaphor in Shaping Marketing Communications About Exercise. Part III: Stringing Sentences Together-Text and Narrative Analyses. J.E. Escalas, B.B. Stern, Narrative Structure: Plot and Emotional Responses. R. Adaval, The Role of Language and Images in the Creation and Use of Advertising Myths. S.V. Levi, D.B. Pisoni, Indexical and Linguistic Channels in Speech Perception: Some Effects of Voiceovers on Advertising Outcomes. R. Carroll, D. Luna, L.A. Peracchio, Dual Language Processing of Marketing Communications. Part IV: Afterword. R.S. Wyer, Jr., Comprehension Processes in Advertising: Words, Sentences, and Narratives.