publication . Article . 2017

GODINHO and GARRIDO

Name: GODINHO and GARRIDO
Keywords: Approach-avoidance, Branding, Embodiment, Oral articulation, :Ciências Sociais::Psicologia [Domínio/Área Científica], :Ciências Sociais::Economia e Gestão [Domínio/Área Científica], Applied Psychology, Marketing

Sandra Godinho; Margarida Garrido;

Open Access English

Published: 10 Aug 2017

Publisher: Wiley

Country: Portugal

Summary

Abstract

WOS: 000409198800007 (Nº de Acesso Web of Science) Recent research has shown that mouth movements, produced even during silent reading, can affect stimulus evaluation. Words featuring systematic wanderings of consonantal stricture spots ranging from the front to the rear of the mouth (inward) are preferred to words with wanderings in the opposite direction (outward). In four experiments, the authors extended this in–out effect from a basic laboratory setting to a more ecologically relevant domain and examined the boundary conditions of possible applications to marketing. In this research, the inward/outward words presented were embedded in common brand imagery s...

doi: 10.1002/mar.21031

Subjects

free text keywords: Approach-avoidance, Branding, Embodiment, Oral articulation, :Ciências Sociais::Psicologia [Domínio/Área Científica], :Ciências Sociais::Economia e Gestão [Domínio/Área Científica], Applied Psychology, Marketing, Silent reading, Mouth movements, Stimulus (physiology), Logos Bible Software, Consumer behaviour, Communication, business.industry, business, Psychology

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