Purpose – The purpose of this article is to introduce, describe, and critically examine the IBM and Hewlett‐Packard PANOSE systems of (electronic) font classification. Microsoft's TrueType Font (TTF) file format allows font developers the option of classifying their fonts according to one or...

This brief note compares model selection procedures in regression. On the one hand there is an observed error reduction ratio that we calculate from the data: h = SSE2/SSE1, where SSE1 and SSE2 are the sums of squared errors in Models 1 and 2, respectively. On the other hand there is a target...

Hyperbolic discounting (H) is currently the dominant behavioral model of intertemporal choice, since it better explains how people behave than the normatively correct exponential discounting model (E). This paper promotes an arithmetic discounting model (A) which challenges H. First, A is more...

In this paper we tabulate norms of affective meaning / connotative meaning for several categories of stimuli that should interest researchers in consumer behavior, branding, website design, and more generally in marketing, language, graphic design, and psychology. All stimuli (182 logos, 68...

We show that typographic symbolism and sound symbolism both have an effect on the perception of brand names. The visual letters in a brand name (typographic symbolism) and the name’s silently ‘spoken’ phonemes (sound symbolism) both contribute approximately equally to the connotative...

All text must be written in some particular style of lettering, known as its typeface or font. If it is once accepted that different typefaces generate their own connotations then every written word originates two meanings. Three experiments demonstrate that people who are asked to evaluate...

This article describes a method that develops overviews to bring out the relationships between any loosely connected set of actors/objects. The study examines 37 principal actors involved in the processes of consumption (consumers, brands, ads, stores…), and how they are described on the...

Recent work suggests that sound symbolism in brand names conveys marketing–relevant messages. However, if the customer sees a brand name rather than hears it, visual characteristics of the letters may convey messages of their own. These may conflict with or reinforce the message conveyed by...