Articulatory global branding: Generalizability, modulators, and mechanisms of the in-out effect in non-WEIRD consumers

Abstract

As brands expand globally into linguistically diverse cultures, choosing effective brand names is becoming more important than ever. In brand naming, the in-out effect refers to the phenomenon where the articulation pattern (i.e., inward vs. outward movement of muscles when pronouncing the brand names) influences preferences. Here, we explore the generalizability, modulators, and mechanisms of the in-out effect among non-WEIRD consumers. Our findings reveal that 1) the use of inward (vs. outward) names increase consumer preferences regardless of product types 2) the consonant–vowel alignment modulates the effect and brand names that are completely inwardly aligned (e.g., BIKO, in which consonants and vowels both follow the outwards to inward pattern) are preferred over brand names that are partially inwardly aligned (e.g., BOKI) 3) the fluency of the name appears to be the underlying mechanism. The results are discussed in terms of implications for global branding.