You've pored over auto ads, researched options, and shopped around. Yet when the time comes to buy, you may not be aware of the deciding factor: the vowel sound in the brand name.
Phonetic symbolism, as researchers call it, refers to phonemes - small units of sound - and the meaning each one conveys. Basically, sounds have meanings that are separate from the word that contains them. This symbolism may have an impact on consumers' choices, according to a study at the University of Texas at San Antonio.
Researchers used fictitious word pairs (example: gimmel and gommel) to test brand preferences. Each pair of words differed by only one vowel, with the pronunciation of that vowel depending on tongue position. The i in mill or the ee in tee were front-tongue sounds, while the a in mall or the oo in toot were back-tongue sounds.
The i or ee sound was preferred for products that were small, fast or sharp, such as convertibles and knives. The a or oo sound was desired for large, slow or dull products like SUVs and hammers.
"We have come to associate certain sounds with certain attributes," explained Tina Lowrey, a marketing professor who coauthored the study with her husband, L.J. Shrum.
Regardless of the product category, few of the 195 participants preferred negative sounds like the yoo in pee-yew or the un in blunder.
Since many companies test potential brand names, Lowrey said market researchers "should find this of particular interest."
- Colleen Dunn