ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 What’S in a Name: Sound Symbolism of Stock Ticker Symbols Predict Stock Performance L.J. Shrum, HEC Paris, France Sarah Roche, University of Texas at San Antonio, USA Tina M. Lowrey, HEC Paris, France Despite the assertions of economic theory, the “rational man” has yet to be discovered. The current work contributes to this assertion and explores how the decidedly non-economic factor of phonetic symbolism (meanings association with sounds) of a stock’s ticker symbol impacts the stock’s performance during the first year of trading. [to cite]: L.J. Shrum, Sarah Roche, and Tina M. Lowrey (2014) ,"What’S in a Name: Sound Symbolism of Stock Ticker Symbols Predict Stock Performance", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 654-655. [url]: http://www.acrwebsite.org/volumes/1017723/volumes/v42/NA-42 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.