The sweet taste of consistency in brand name sound & product/label shapes: Investigating appetitive responses in a dessert context and obstacles that suppress

Relying on precepts from consistency theories, the research reveals that consistency between the speech sound of the brand name and dessert product/label shape enhances persuasion, appetitive increases in hunger and actual behavior (that is, taking pieces of candy for consumption). The results reveal two obstacles to the enhancing effects of consistency: (i) a dessert label shape that is less energetic and dynamic, such as one that is rounded, functions as an obstacle to consistency effects because these less energetic themes suppress energized appetitive increases in hunger and persuasion; (ii) inconsistency between dessert product shape and brand name sound functions as an obstacle because inconsistencies claims cognitive resources that seek to restore consistency, suppressing behavior and persuasion, and (iii) vivid imagery and consumption visions provide mediating explanations for the observed effects. Managerial and theoretical implications are presented.