Psycholinguistic Phenomena in Marketing Communications

ISBN-13: 9780805856903 / Angielski / Twarda / 2006 / 310 str.

Lowrey; Tina M. Lowrey

Opis

"Psycholinguistic Phenomena in Marketing Communications" is the first book to address the growing research in the field of consumer behavior concerning psycholinguistics and the applications of psycholinguistic theory to advertising and marketing co

Spis treści

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.           

O autorze

Tina M. Lowrey