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Implicit and explicit preferences for brand name sounds

Author

Listed:
  • Ruth Pogacar

    (University of Calgary)

  • Michal Kouril

    (Cincinnati Children’s)

  • Thomas P. Carpenter

    (Seattle Pacific University)

  • James J. Kellaris

    (University of Cincinnati)

Abstract

This research shows that people implicitly and explicitly prefer sounds that are more common among top brand names (e.g., “S,” “M,” “L,” and “E”). Implicit preferences correlate with explicit willingness to pay more for hypothetical brands with preferred sounds. This suggests that the prevalence of certain sounds among top brands may be a reflection of people’s phonetic preferences. We examine possible processes underlying phonetic preferences, and offer evidence excluding phonetic embodiment, pronunciation-based fluency, and familiarity-based fluency. The results suggest a phonetic frequency process account. Substantively, these findings indicate that certain sounds should be given priority when crafting brand names.

Suggested Citation

  • Ruth Pogacar & Michal Kouril & Thomas P. Carpenter & James J. Kellaris, 2018. "Implicit and explicit preferences for brand name sounds," Marketing Letters, Springer, vol. 29(2), pages 241-259, June.
    • Handle: RePEc:kap:mktlet:v:29:y:2018:i:2:d:10.1007_s11002-018-9456-7
    DOI: 10.1007/s11002-018-9456-7
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    References listed on IDEAS

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    4. Ruth Pogacar & Emily Plant & Laura Rosulek & Michal Kouril, 2015. "Sounds good: Phonetic sound patterns in top brand names," Marketing Letters, Springer, vol. 26(4), pages 549-563, December.
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