You are not currently logged in.
Access your personal account or get JSTOR access through your library or other institution:
Shades of Meaning: The Effect of Color and Flavor Names on Consumer Choice
Elizabeth G. Miller and Barbara E. Kahn
Journal of Consumer Research
Vol. 32, No. 1 (June 2005), pp. 86-92
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/10.1086/429602
Page Count: 7
Preview not available
Building on Grice’s (1975) theory of “conversational implicature,” we propose that consumers will react favorably to unusual color or flavor names (e.g., blue haze or Alpine snow) because they expect marketing messages to convey useful information. If the message is not informative or does not conform to expectations, consumers search for the reason for the deviation. This search results in additional (positive) attributions about the product, and thus, a more favorable response. The results of a series of experiments provide empirical support for our proposal and rule out some alternative explanations for the success of ambiguous naming strategies.
© 2005 by JOURNAL OF CONSUMER RESEARCH, Inc.