Premium
Harsh voices, sound branding: How voiced consonants in a brand's name can alter its perceived attributes
Author(s) -
Pathak Abhishek,
Calvert Gemma Anne,
Lim Lewis K. S.
Publication year - 2020
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21346
Subject(s) - obstruent , product (mathematics) , sound symbolism , psychology , advertising , brand names , linguistics , social psychology , business , mathematics , vowel , philosophy , geometry
This paper examines the sound‐symbolic link between voiced obstruents (speech sounds created by obstructing the airflow) present in a brand name and the perceived product/brand attributes. In three studies (two using self‐reported measures and one using an implicit reaction time paradigm), we tested the effect of voiced (b, d, g, z, v) versus voiceless obstruents (p, t, k, s, f) across 25 hypothetical brand names, on the perceived product attributes of harshness (vs. softness). Brand names with voiced (vs. voiceless) obstruents are perceived as harsh (vs. soft/mild). Results are described across two different product categories (e.g., toilet cleaner and skin conditioner), and also within the same product category (e.g., strong vs. light beer and strong vs. mild toilet cleaner). Since sound symbolism is culturally agnostic, brands expanding into international and linguistically different markets can use these insights to create brand names that will have international appeal, and can match the product and/or brand attributes that brands wish to convey to consumers.