상품기획과 브랜드 전략

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상품기획과 브랜드 전략<음성 소리 효과가 알파뉴머릭 브랜드에 미치는 영향>

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[상품기획과 브랜드 전략 ]
더 클수록 더 좋아
: 음성 소리 효과가 알파뉴머릭 브랜드에 미치는 영향
The bigger, the better
: Phonetic Sound Effect on Alphanumeric Brand
초 록>
본 연구는 알파뉴머릭 브랜드 네임의 숫자 부분, 그리고 문자 부분의 발음상 소리가 소비자들의 가치인식과 제품 선택에 미치는 영향을 세 개의 실험을 통하여 고찰하였다. 연구 1에서는 알파뉴머릭 브랜드 네임에서 숫자 부분이 후설음/폐쇄음의 큰 소리를 포함하면 ‘더 크다’는 음성의 상징효과에 의해 전설음/마찰음을 포함한 숫자로 구성되었을 때보다 제품의 선택률과 가치인식이 더 높게 나타났다. 이것은 기존 연구에서 증명되었던, 테크니컬 카테고리 내에서 일반적인 ‘더 높을수록 더 좋다’ 휴리스틱에 의해 크게 인식된 숫자가 더 좋게 평가되기 때문이다. 연구 2에서는 연구 1과 반대로 숫자부분을 같게 통제하고 문자 부분의 소리크기가 숫자 부분의 인식과 제품의 가치평가에 미치는 영향을 살펴보고 있다. 구체적으로 알파뉴머릭소리인 후설음/폐쇄음을 포함한다면, 작은 소리인 전설음/마찰음를 포함하였을 때보다 숫자 부분을 더 크다고 인식하였으며 이에 따라 제품의 가치도 더 높게 평가하였다. 마지막으로 연구 3에서는 영어뿐만 아니라 한국말에서의 동일한 효과를 살펴봄으로써 본 연구 가설의 강력한 효과를 재확인하고 있는데, 이는 각 숫자에 따른 음성(발음)은 언어마다 다르지만 조음방식이 같다면(e.g., 전설음, 후설음, 마찰음, 폐쇄음) 동일한 효과를 가져올 수 있기 때문이다.

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