Sounds Sweet: Sound Reduplication in Brand Names Enhances Sweet Taste Expectations

Kosuke  Motoki; Sayo Iseki; Abhishek Pathak

doi:10.1002/mar.70110

Sounds Sweet: Sound Reduplication in Brand Names Enhances Sweet Taste Expectations

Kosuke Motoki (Lead / Corresponding author)
, Sayo Iseki
, Abhishek Pathak

Management and Marketing

Research output: Contribution to journal › Article › peer-review

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Abstract

The association between brand name sounds and taste perception is an emerging area of interest in marketing research. This study aims to demonstrate the role of sound-evoked cuteness in the expectation of sweet taste. Across seven studies (including two supplementary studies), our findings revealed that sound reduplication in brand names is consistently associated with sweet taste expectations. This effect was mediated by perceptions of baby schema cuteness. Furthermore, our results revealed that sweet-liker status and brand status moderated the effects of sound reduplication. Brands with sound reduplication (vs. non-reduplication) were more preferred by sweet-likers than by sweet-dislikers. Sound reduplication (vs. non-reduplication) also increased preferences for mass-market brands (vs. luxury brands). Our findings identify the reduplication of brand name sounds as a novel antecedent in the context of food branding.

Original language	English
Pages (from-to)	1-16
Number of pages	16
Journal	Psychology and Marketing
Early online date	31 Jan 2026
DOIs	https://doi.org/10.1002/mar.70110
Publication status	E-pub ahead of print - 31 Jan 2026

Keywords

brand name
cuteness
food branding
sound reduplication
sweet taste

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10.1002/mar.70110Licence: CC BY

Final Published VersionFinal published version, 1.61 MBLicence: CC BY

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title = "Sounds Sweet: Sound Reduplication in Brand Names Enhances Sweet Taste Expectations",

abstract = "The association between brand name sounds and taste perception is an emerging area of interest in marketing research. This study aims to demonstrate the role of sound-evoked cuteness in the expectation of sweet taste. Across seven studies (including two supplementary studies), our findings revealed that sound reduplication in brand names is consistently associated with sweet taste expectations. This effect was mediated by perceptions of baby schema cuteness. Furthermore, our results revealed that sweet-liker status and brand status moderated the effects of sound reduplication. Brands with sound reduplication (vs. non-reduplication) were more preferred by sweet-likers than by sweet-dislikers. Sound reduplication (vs. non-reduplication) also increased preferences for mass-market brands (vs. luxury brands). Our findings identify the reduplication of brand name sounds as a novel antecedent in the context of food branding.",

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AU - Pathak, Abhishek

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Sounds Sweet: Sound Reduplication in Brand Names Enhances Sweet Taste Expectations

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