PRESS-NEWS.org - Press Release Distribution
PRESS RELEASES DISTRIBUTION

When bye bye becomes buy buy: How homophones affect consumer behavior

2013-11-20
(Press-News.org) Contact information: Mary-Ann Twist
JCR@bus.wisc.edu
608-255-5582
University of Chicago Press Journals
When bye bye becomes buy buy: How homophones affect consumer behavior It is possible to affect how someone will think or act simply by priming that person with just a single word, according to a new study in the Journal of Consumer Research that examines the use of homophones in written advertising.

"We show that mentally distracted people will think of purchasing, or 'buy' when reading 'bye.' When the concept of purchasing is primed by reading 'bye,' consumers may be willing to pay more for a product or service," write authors Derick F. Davis (University of Miami) and Paul M. Herr (Virginia Tech).

Across several studies, the authors examined the previously unexplored question of whether priming via the use of homophones (words that sound the same as one another but have different spellings and meanings) would influence consumer behavior. Their research showed that, indeed, priming via a homophone elicits a predictable effect even when the connection between the homophone and the desired behavior is not obvious. For instance, when primed with the term "goodbye," a consumer may perceive they have just received a good deal, or "good buy."

The research extends to broader applications than consumer behavior, the authors note. "Building from these findings," they explain, "it may be possible to aid in individuals' dieting goals by having them read 'wait,' or influence how bold they feel when they read about a 'boulder.'"

The concept of priming is common in advertising, but the connection between the use of homophones and modified consumer behavior may have new application for brands as well as public policy makers. One real-world example is the weight-loss drug Alli, which sounds like ally—one's comrade or friend in an effort. Consumers may be more likely to perceive Alli as being a helpful "ally" in their weight-loss goals.

"The relationship between word sound and word meaning may be interesting in the many areas where the written word is used to communicate meaning," the authors conclude.

### Derick F. Davis and Paul M. Herr. "From Bye to Buy: Homophones as a Phonological Route to Priming." Journal of Consumer Research: April 2014. For more information, contact Derick Davis or visit http://ejcr.org/.


ELSE PRESS RELEASES FROM THIS DATE:

Grieving for Tony Soprano: How the public responds to the death of a brand

2013-11-20
Grieving for Tony Soprano: How the public responds to the death of a brand In a testament to the pervasiveness of consumerism, studies have shown that consumers form subcultures, communities, and tribes around the brands they truly love. While much research ...

Discovery of brain activity in severely brain injured patients who 'wake up' w/ sleep drug

2013-11-20
Discovery of brain activity in severely brain injured patients who 'wake up' w/ sleep drug Pattern of brain activity points to possible neural circuit switched on by drug and may identify other patients who could respond NEW YORK (November 19, 2013) ...

Coffee may help perk up your blood vessels

2013-11-20
Coffee may help perk up your blood vessels Abstract: 12428 (Hall F, Core 7, Poster Board: 7062) The caffeine in a cup of coffee might help your small blood vessels work better, according to research presented at the American Heart Association's Scientific Sessions ...

Smokers who quit cut heart disease risk faster than previous estimates

2013-11-20
Smokers who quit cut heart disease risk faster than previous estimates Abstract: 18709 (Hall F, Core 2, Poster Board: 2006) Cigarette smokers who are over 65 years of age may be able to lower their risk of cardiovascular disease-related deaths to the level of ...

Neurons in brain's 'face recognition center' respond differently in patients with autism

2013-11-20
Neurons in brain's 'face recognition center' respond differently in patients with autism Neuroscientists and neurosurgeons collaborate to determine why patients suffering from autism focus more on the mouth and less on the eyes to collect and process information LOS ...

Listen to this: Stanford research upends understanding of how humans perceive sound

2013-11-20
Listen to this: Stanford research upends understanding of how humans perceive sound STANFORD, Calif. — A key piece of the scientific model used for the past 30 years to help explain how humans perceive sound is wrong, according to a new study by researchers ...

Size, connectivity of brain region linked to anxiety level in young children, Stanford study shows

2013-11-20
Size, connectivity of brain region linked to anxiety level in young children, Stanford study shows STANFORD, Calif. — Prolonged stress and anxiety during childhood is a risk factor for developing anxiety disorders and depression later in life. ...

Mental stress + heart disease: Stronger presence in women under 50

2013-11-20
Mental stress + heart disease: Stronger presence in women under 50 Patients with recent heart attack tested with public speaking task Researchers have found that women younger than 50 with a recent heart attack are more likely to experience restricted blood flow ...

Top hospitals reduce readmissions by preventing complications across all diagnoses

2013-11-20
Top hospitals reduce readmissions by preventing complications across all diagnoses Checking back into the hospital within 30 days of discharge is not only bad news for patients, but also for hospitals, which now face financial penalties for high readmissions. The key ...

Financial decision makers need weather and climate information to manage risks

2013-11-20
Financial decision makers need weather and climate information to manage risks Maximizing returns on financial investments depends on accurately understanding and effectively accounting for weather and climate risks, according to a new study by the American ...

LAST 30 PRESS RELEASES:

Chan Zuckerberg Initiative, Innovative Genomics Institute announce new Center for Pediatric CRISPR Cures

Innovative liquid biopsy test uses RNA to detect early-stage cancer

New quantum record: Transmon qubit coherence reaches millisecond threshold

How Germany’s 2021 floods could have been even worse

Study traces evolutionary origins of important enzyme complex

Tiny antibody has big impact on deadly viruses

Scientists find new way to control electricity at tiniest scale

Heat and heavy metals are changing the way that bees buzz

What’s behind the enormous increase in early-onset gastrointestinal cancers?

Pharmacogenomics expert advances precision medicine for bipolar disorder

Brazilian researcher explores centenarian stem cells for aging insights

Dr. Xuyu Qian's breakthrough analysis of 18 million brain cells advances understanding of human brain development

Gene networks decode human brain architecture from health to glioma

How artificial light at night damages brain health and metabolism

For ultrasound, ultra-strength not always a good thing

Matching your workouts to your personality could make exercising more enjoyable and give you better results

Study shows people perceive biodiversity

Personality type can predict which forms of exercise people enjoy

People can accurately judge biodiversity through sight and sound

People diagnosed with dementia are living longer, global study shows

When domesticated rabbits go feral, new morphologies emerge

Rain events could cause major failure of Waikīkī storm drainage by 2050

Breakthrough in upconversion luminescence research: Uncovering the energy back transfer mechanism

Hidden role of 'cell protector' opens cancer treatment possibilities

How plants build the microbiome they need to survive in a tough environment

Depression due to politics and its quiet danger to democracy addressed in new book 'The Sad Citizen'

International experts and patients unite to help ensure all patients are fully informed before consenting to new surgical procedures

Melting glaciers could trigger more explosive eruptions globally, finds research

Nearly half of U.S. grandchildren live within 10 miles of a grandparent

Study demonstrates low-cost method to remove CO₂ from air using cold temperatures, common materials

[Press-News.org] When bye bye becomes buy buy: How homophones affect consumer behavior