That sounds healthy! Audio and visual frequency differences in brand sound logos modify the perception of food healthfulness

Monin Techawachirakul (Lead / Corresponding author), Abhishek Pathak, Gemma Anne Calvert

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)
139 Downloads (Pure)

Abstract

Sonic brand logos, also termed “sogos”, are a marketing communication tool that brands use to signify brand or product benefits to consumers in catchy, non-visual ways. Given the considerable utility of brand lsogos, it is surprising that there has been scant research into the nature of the specific acoustic features that can be modulated to connote certain traits, such as the healthfulness of products within the food category. Our findings revealed that sogos created with higher (vs. lower) frequency were significantly matched with healthy food products (vs. less healthy), while the effect of tempo was neutral. This effect generalizes to high (vs. low) spatial frequency visual stimuli too. The current study contributes to the literature on the crossmodal correspondence between acoustic sound clips and expectations of healthfulness. It also advances the theoretical insights into business applications using optimal sogos congruent with visual cues on packaging to connote food healthfulness to consumers implicitly.

Original languageEnglish
Article number104544
Number of pages11
JournalFood Quality and Preference
Volume99
Early online date24 Feb 2022
DOIs
Publication statusPublished - Jul 2022

Keywords

  • Crossmodal correspondence
  • Food healthfulness
  • Frequency
  • Sensory branding
  • Sonic logos
  • Tempo

ASJC Scopus subject areas

  • Food Science
  • Nutrition and Dietetics

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