Intel Inside

The Linguistic Properties of Effective Slogans

Bibliographic Data

ID2237151
AuthorsBrady T Hodges, Brady Hodges (University of Arizona, corresponding author), Zachary Estes (0000-0003-4350-3524, University of Arizona), Caleb Warren (0000-0002-4211-3455, University of Arizona)
EditorsAndrew T Stephen, Sarah G Moore (0000-0002-8832-1444)
Year2024
Volume50
Issue5
Pages865-886
Publication date2024-01-15
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Consumer Research (JOURNAL)
Journal identifiersISSN: 0093-5301 • E-ISSN: 1537-5277
PublisherOxford University Press (PUBLISHER • GB)
DOI10.1093/jcr/ucad034
OpenAlexW4376618264
LanguageEN
Citations received6
References cited78

How can marketers create slogans that consumers like and remember? We answer this question by analyzing how the lexical, semantic, and emotional properties of a slogan's individual words combine to influence slogan liking and slogan memory. Through a large correlational study with over 800 brand slogans, laboratory experiments, a biometric eye-tracking experiment, and a field study, we unearth the word properties that make slogans effective. We predict and find that linguistic properties that make a slogan easier to process (i.e., more fluent) result in slogans that are more likable but less memorable, whereas linguistic properties that reduce processing fluency result in slogans that are less likable but more memorable. Across our multi-method investigation, participants indicated a more favorable attitude toward slogans that are shorter, omit the brand name, and use words that are linguistically frequent, perceptually distinct, and abstract. In contrast, participants were more likely to remember slogans that are longer, include the brand name, and use words that are linguistically infrequent, concrete, and less perceptually distinct. We conclude by offering marketers practical advice into optimal word-choice strategies and delivering actionable guidance for creating slogans that are either likable or memorable

Advertising · Cognitive psychology · Fluency · Linguistics · Political science · Processing fluency · Slogan · Computer Science · Consumer Behavior in Brand Consumption and Identification · Cultural Differences and Values · Multisensory perception and integration · Psychology · Social Psychology

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