![]() Professor Zachary Estes, Professor of Marketing in the Faculty of Management at Bayes Business School (formerly Cass), said, "Brands spend a lot of time and money creating and communicating slogans that consumers will like and remember. The researchers also saw a 28% increase in the click-through rate on a Facebook ad when they improved the fluency of a slogan, as the rate increased from 1.3% to 1.7%, reducing the cost-per-click.Īs a result, the authors suggest that brands that need to gain recognition may consider using words that are difficult to process, i.e., rare and concrete words, while established brands may want to use words that are easy to process, i.e., those that are common and abstract. Conversely, slogans that they made less fluent (e.g., altering Toyota's slogan from "Get the feeling" to "Snag the sensation") became better remembered but less liked.Īnother experiment using eye-tracking technology revealed that these changes occurred because participants look longer and more often at disfluent words (e.g., sensation) compared to fluent words (e.g., feeling). In one experiment with 243 students, they found that the slogans they had made more fluent (e.g., changing Listerine's slogan from "Stops halitosis" to "Kills bad breath") became better liked but also worse remembered. Using these findings, the researchers then tried to improve existing brand slogans by making disliked ones more fluent, and forgettable slogans less fluent. As a result, when consumers come across fluent slogans, they are more likely to like and click on the ads but remember them less accurately. This is because consumers fixate less often and for less time on slogan words that are frequently used and more abstract. halitosis) were better liked but less well remembered. Conversely, slogans that included words that are more frequently used (bad breath vs. Like a neighbor) were more frequently remembered but liked less. Slogans that were longer and included the brand name (Like a good neighbor, State Farm is there vs. Later, they also gave them a surprise recognition test to see which slogans they remembered seeing earlier.įollowing on from this experiment, the researchers identified five linguistic properties that had opposing effects on whether a slogan was liked and remembered: length, brand name, word frequency, perceptual distinctiveness, and abstractness. ![]() They asked around 1,000 students and online workers to tell them how much they liked, or disliked, a subset of real brand slogans. To explore the relationship between the length and composition of a slogan and how well liked it might be, the researchers carried out a large multi-method study with 820 brand slogans and a variety of experiments to uncover the word properties that make slogans more effective. It also offers marketers practical advice on choosing appropriate words, as well as guidance on how to write slogans that are either likable or memorable in line with their strategic goals. The paper, co-authored by Professor Zachary Estes, Professor of Marketing at Bayes, sheds light for the first time on the trade-offs that brands face when crafting a new slogan. In contrast, slogans are less liked, but better remembered, if they are long, include the brand name, and feature unusual and concrete words. Previous research has recommended that slogans should be creative or capture the soul of the brand, but the authors found that people preferred slogans that are shorter, omit the brand name, and use words that are linguistically frequent and abstract. The work has been published in the Journal of Consumer Research. ![]()
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |