The Power of Consequential Product Sounds

Abstract

Building on theory in sensory marketing, mental simulation, and cue diagnosticity, this research investigates when consequential product sounds, or ancillary sounds generated by the normal operation of a product, can impact customers’ perceptions and behavioral intentions. Across four studies, we demonstrate how consequential product sounds coupled with imagery and phrasing of products in use can encourage customers into a mental space in which they can clearly envision using the product, also known as a process mindset. This mindset allows customers to use the amplitude of the consequential product sound to make inferences about its power, and subsequently enhances their willingness to pay for louder products (versus quiet products or those with no sound). Effects are attenuated when customers are encouraged into an outcome mindset, or a mental space in which they only consider the end benefits of using a product. We provide clear theoretical and managerial implications and, based on our findings, propose that retailers should consider incorporating consequential product sounds into customers’ shopping experiences, as these auditory cues can help to encourage a process mindset and thereby, positively impact customers’ willingness to pay.