A sound idea: Phonetic effects of brand names on consumer judgments
Yorkston and Menon study how the phonemes in brand names shape consumer judgments, and report that consumers infer product attributes from the sounds in a brand name. The full text was not read, so no vowel or product detail is used.
Yorkston and Menon study how the phonemes in brand names shape consumer judgments, and report that consumers infer product attributes from the sounds in a brand name. The full text was not read, so no vowel or product detail is used.
Written from the openAlex abstract record, 2026-11-03.
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Yorkston, E., & Menon, G. (2004). A sound idea: Phonetic effects of brand names on consumer judgments. Journal of Consumer Research, 31(1). doi:10.1086/383422 https://doi.org/10.1086/383422