Sounds like a heuristic! Investigating the effect of sound-symbolic correspondences between store names and sizes on consumer willingness-to-pay
Sign Up to like & getrecommendations! Published in 2019 at "Journal of Retailing and Consumer Services"
DOI: 10.1016/j.jretconser.2019.06.016
Abstract: Abstract This investigation seeks to demonstrate that matches between the observable size of a retail store and the size-sound symbolism in the store's name can lead to higher consumer willingness-to-pay (WTP), moderated by store size.… read more here.
Keywords: effect; store size; size; consumer ... See more keywords