Marketing Papers

Document Type

Technical Report

Date of this Version

6-2005

Publication Source

Journal of Consumer Research

Volume

32

Issue

1

Start Page

86

Last Page

92

DOI

10.1086/429602

Abstract

Building on Grice's (1975) theory of “conversational implicature,” we propose that consumers will react favorably to unusual color or flavor names (e.g., blue haze or Alpine snow) because they expect marketing messages to convey useful information. If the message is not informative or does not conform to expectations, consumers search for the reason for the deviation. This search results in additional (positive) attributions about the product, and thus, a more favorable response. The results of a series of experiments provide empirical support for our proposal and rule out some alternative explanations for the success of ambiguous naming strategies.

Copyright/Permission Statement

This is a pre-copyedited, author-produced PDF of an article accepted for publication in the Journal of Consumer Research following peer review. The version of record [Miller, E.G. & Kahn, B.E. (2005). Shades of Meaning: The Effect of Color and Flavor Names on Consumer Choice. Journal of Consumer Research 32, no. 1: 86-92.] is available online at: http://dx.doi.org/10.1086/429602.

Keywords

preferences, judgment and decision making, experimental design and analysis (ANOVA)

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Date Posted: 15 June 2018

This document has been peer reviewed.