“The notion that linguistic devices might elicit positive affect is consistent with age-old assumptions that speech sounds can “stir” pleasant emotions,” wrote University of Alberta marketing professor Jennifer Argo.
The study suggests that hearing brand names with repetitive elements can influence consumer choices, in what the researchers claim is the first study to do so.
In one experiment, the researchers asked study participants to rate the relative appeal of two identical ice cream samples that were given different names, one that contained sound repetition and one that did not. They found that the sample with the repetitive sounding name was more frequently chosen, and the effect was strongest when the name was read aloud.
“What constitutes an effective brand name?” wrote Argo. “The findings suggest that brand names containing phonetic sound repetition, if spoken aloud, are evaluated more favorably than those that do not contain such repetition or that are merely read silently.”
However, the researchers warned against deviating too much from linguistic expectations. So, for example, consonants could be overused in a word like ‘ranthfanth’ which they found was less favorable to consumers than ‘rantifanti’.
The researchers also conducted similar experiments with names for a dessert, cat litter, hand sanitizer, and a mobile phone, and found similar results.
In addition, they suggested that brands with repetitive sounding names may benefit from being advertised in media that take advantage of that characteristic.
“When brand names contain phonetic sound repetition, they may benefit from the use of radio advertising, television advertising, and public announcements rather than print advertising,” they wrote.
Given increased importance of word of mouth for brand success, marketing managers should encourage salespeople and consumers to say aloud brand names that contain sound repetition, the researchers suggested.
Other repetitive sounding brand names mentioned in the study were Tutti Frutti, Bits & Bites, Lululemon, Kit Kat and Jelly Belly.
Source: Journal of Marketing
Vol. 74, July 2010, pp. 97–109
“The Sound of Brands”
Authors: Jennifer J. Argo, Monica Popa, and Malcolm C. Smith