Abstract
In this study, consumer experiments were used to verify the effects of onomatopoeia used in word-of-mouth reporting among consumers on sensations in the mouth. The results contribute to the knowledge of food companies using word-of-mouth reports that incorporate onomatopoeia for their marketing purposes. (1) The use of onomatopoeia in word-of-mouth reports among consumers improves the expression of the feel of the food in the mouth. (2) However, care should be taken that communication using onomatopoeia reduces, to a bare minimum, the amount of information aside from the onomatopoeia. (3) Consumers experiencing the feel of the food in their mouths, use onomatopoeia more frequently in their word-of-mouth reporting. (4) In particular, the use of onomatopoeia in word-of-mouth reporting persists when onomatopoeic expressions are viewed on product packages.
