TY  - JOUR
A1  - Topolinski, Sascha
A1  - Zürn, Michael
A1  - Schneider, Iris K.
T1  - What's in and what's out in branding? A novel articulation effect for brand names
JF  - Frontiers in Psychology
N2  - The present approach exploits the biomechanical connection between articulation and ingestion-related mouth movements to introduce a novel psychological principle of brand name design. We constructed brand names for diverse products with consonantal stricture spots either from the front to the rear of the mouth, thus inwards (e.g., BODIKA), or from the rear to the front, thus outwards (e.g., KODIBA). These muscle dynamics resemble the oral kinematics during either ingestion (inwards), which feels positive, or expectoration (outwards), which feels negative. In 7 experiments (total N = 1261), participants liked products with inward names more than products with outward names (Experiment 1), reported higher purchase intentions (Experiment 2), and higher willingness-to-pay (Experiments 3a-3c, 4, 5), with the price gain amounting to 4-13% of the average estimated product value. These effects occurred across English and German language, under silent reading, for both edible and non-edible products, and even in the presence of a much stronger price determinant, namely fair-trade production (Experiment 5).
KW  - phonetic symbolism
KW  - moderating role
KW  - judgements
KW  - behavior
KW  - phonation
KW  - branding
KW  - articulation
KW  - sound symbolism
KW  - embodiment
KW  - phasic affective modulation
KW  - processing fluency
KW  - semantic coherence
KW  - affective consequences
KW  - consumers
KW  - intuition
Y1  - 2015
U6  - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:20-opus-143036
VL  - 6
IS  - 585
ER  - 
TY  - JOUR
A1  - Cheetham, Marcus
A1  - Wu, Lingdan
A1  - Pauli, Paul
A1  - Jancke, Lutz
T1  - Arousal, valence, and the uncanny valley: psychophysiological and self-report findings
JF  - Frontiers in Psychology
N2  - The main prediction of the Uncanny Valley Hypothesis (UVH) is that observation of humanlike characters that are difficult to distinguish from the human counterpart will evoke a state of negative affect. Well-established electrophysiological [late positive potential (LPP) and facial electromyography (EMG)] and self-report [Self-Assessment Manikin (SAM)] indices of valence and arousal, i.e., the primary orthogonal dimensions of affective experience, were used to test this prediction by examining affective experience in response to categorically ambiguous compared with unambiguous avatar and human faces (N = 30). LPP and EMG provided direct psychophysiological indices of affective state during passive observation and the SAM provided self-reported indices of affective state during explicit cognitive evaluation of static facial stimuli. The faces were drawn from well-controlled morph continua representing the UVH' dimension of human likeness (DHL). The results provide no support for the notion that category ambiguity along the DHL is specifically associated with enhanced experience of negative affect. On the contrary, the LPP and SAM-based measures of arousal and valence indicated a general increase in negative affective state (i.e., enhanced arousal and negative valence) with greater morph distance from the human end of the DHL. A second sample (N = 30) produced the same finding, using an ad hoc self-rating scale of feelings of familiarity, i.e., an oft-used measure of affective experience along the UVH' familiarity dimension. In conclusion, this multi-method approach using well-validated psychophysiological and self-rating indices of arousal and valence rejects for passive observation and for explicit affective evaluation of static faces the main prediction of the UVH.
KW  - emotional facial expressions
KW  - event-related potentials
KW  - electromyographic activity
KW  - startle reflex
KW  - arousal
KW  - unpleasant pictures
KW  - brain potentials
KW  - mere exposure
KW  - circumplex model
KW  - face recognition
KW  - neural response
KW  - valence
KW  - uncanny valley hypothesis
KW  - familiarity
KW  - EMG
KW  - EEG
KW  - LPP
Y1  - 2015
U6  - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:20-opus-151519
VL  - 6
IS  - 981
ER  -