Harsh voices, sound branding: How voiced consonants in a brand’s name can alter its perceived attributes

Abhishek Pathak (Lead / Corresponding author), Gemma A. Calvert, Lewis Lim

    Research output: Contribution to journalArticlepeer-review

    24 Citations (Scopus)
    552 Downloads (Pure)

    Abstract

    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.

    Original languageEnglish
    Pages (from-to)837-847
    Number of pages11
    JournalPsychology and Marketing
    Volume37
    Issue number6
    Early online date13 Mar 2020
    DOIs
    Publication statusPublished - 1 Jun 2020

    Keywords

    • consonants in brand names
    • product attributes
    • sound symbolism
    • voiced consonants

    ASJC Scopus subject areas

    • Applied Psychology
    • Marketing

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