Same sound, same preference? Investigating sound symbolism effects in international brand names

Abstract

This study replicates the interaction by language, vowel sound, and car type as first shown by Shrum, Lowrey, Luna, Lerman, and Liu (2012). Contrasting Lowrey and Shrum (2007), however, English speaking natives generally prefer front vowels (such as [e] in bed) regardless of car type. Extending these studies to consonants, most subjects prefer plosives (such as [k] in key) in international brand names for SUVs. A further extension shows a common pattern of sounds eliciting product attribute associations across languages.