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This paper aims to introduce pseudohomophone phonological priming effects (non-words that sound like real words with a single semantic representation, such as Whyte primes white) on consumers’ product attribute and benefit-based judgments.

Four studies were conducted. Study 1 examines whether pseudohomophone brand names (e.g. Whyte) prime associative meaning (i.e. the perception of light bread; target: white). Study 2 investigates the pseudohomophone priming process. In Study 3, the authors examine the influence of brand knowledge of pseudohomophone priming effects.

The findings indicate that pseudohomophone brand names prime associative meaning, due to retrieval of phonology (sound) of the word during processing. Pseudohomophone priming effects for a semantically (meaningful) incongruent brand name manifest only when consumers do not have knowledge of the brand, with cognitive capacity constraints rendering consumers with strong brand knowledge unable to mitigate the pseudohomophone priming effect.

This research has implications for brand managers considering the creation of a name for a new brand that connotes product attributes and benefits. However, this research is limited, as it only examines pseudohomophone brand names with a single semantic representation.

This research shows that sounds activated by pseudohomophones in brand names can influence product judgments. This research also identifies limitations of the applicability of pseudohomophone brand names by identifying a condition under which priming effects are attenuated.

The purpose of this study is to introduce the homophone emotional interest superiority effect in phonological, or sound-based, priming, whereby pseudohomophone brand names (i.e. non-words that are pronounced identically to English words, for example, Bie) prime brand meaning associated with the member of the homophone pair that is emotionally interesting (i.e. Bie will be prime brand avoidance (purchase) when consumers are emotionally interested in the homophone bye [buy]).

Studies 1 and 2 examine the effect of homophone emotional interest on brand judgements and behaviours. Study 3 investigates the role of boredom with the brand name in attenuating the homophone emotional interest superiority effect.

Findings indicate that pseudohomophone brand names prime brand judgements and behaviours associated with the word from the homophone pair that evokes emotional interest. Study 2 provides further evidence of homophone emotional interest as the process influencing brand judgements and behaviours. Study 3 establishes that the effect of pseudohomophone brand names on brand judgements weaken when boredom with the brand name is induced.

This study is limited, as it focuses only on fictitious brands and methodologically creates boredom in a way in which may not be typical of what would be experienced in the real world.

This study has important implications for brand managers in the development of new brand names and in prioritising the intended homophone pair from a pseudohomophone brand name to influence consumer judgements and behaviours.

This study introduces and provides evidence of a homophone emotional interest superiority effect. This study also identifies a condition under which the homophone emotional interest superiority effect is attenuated.

This paper aims to examine how repeated exposure to health-related products that contain flavors (e.g. cherry-flavored cough syrup) create “flavor halos” that can bias perceptions about the healthfulness of foods that contain the same flavors (e.g. cherry-flavored cheesecake).

Six experiments, using both between- and within-subjects designs, explore the effects of flavor halos in hypothetical and actual consumption settings. They test the underlying mechanism, rule out competing explanations and identify an opportunity to correct the cognitive biases created by flavor halos.

Flavor halos can be created via repeated exposure to flavored medicinal products in the marketplace. These flavor halos bias dieters’ judgments about the healthfulness of vice foods containing such flavors. Dieters are motivated toward a directional conclusion about food healthfulness to mediate the guilt associated with consuming indulgent products. Providing dieters with corrective information mitigates these effects.

The authors examine one way flavor halos are created –via repeated exposure to flavored medicinal products. Future research should explore other ways flavor halos are created and other ways to mitigate their effects.

Considering the prevalence of obesity, organizations striving to help consumers pursue health goals (e.g. weight watchers) can use flavors to improve dietary compliance. Health-care organizations can help consumers understand and correct the cognitive biases associated with flavor halos.

By identifying flavor halos, this work adds to the literature investigating how flavors influence consumers’ judgments about healthfulness. The results suggest dieters apply flavor halos as they engage in motivated reasoning to license their indulgent desires.