From an academic perspective, this study highlights the relationship between the choice of terms and meanings
understood by consumers. This field of study is undoubtedly interesting especially for products with low
involvement, in relation to two fundamental questions: How does the construction of meaning develop in the market
through the use of a specific term?; and what features should those terms have to generate higher perceived value to
the consumer? The study of these issues can provide valuable information for businesses and academics, increasing
knowledge of consumer behavior. Thus, a direct application of these studies could be choosing words to identify,
position and market products (generic designations, labeling or advertising campaigns).