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The taste of Kit Kat candy bars, Coca-Cola beverages and Jelly Belly candies are known to stimulate cravings and subsequently influence consumers’ spending habits, but now researchers suggest simply hearing the sound of those brands and others with repetitively structured names can induce similar outcomes.

Across several product categories, audible exposure to repetitive-sounding brand names favorably affects how consumers perceive and choose items and decide where to buy them, reveals a study recently published in the Journal of Marketing.

Researchers said their findings provide the first evidence of this discovery, which could prove beneficial for marketers, advertisers and store managers.

“Companies have spent millions of dollars choosing their brands and their brand names and they’ve been picked explicitly to have an influence on consumers,” wrote University of Alberta marketing professor Jennifer Argo. “We show that it can get you at the affective level.”

{ LiveScience | Continue reading }

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image { Marco Fusinato, Mass Black Implosion, 2007 | ink on archival facsimile of score }