Sounds of Green: How Brand Name Sounds Metaphorically Convey Environmental Friendliness

Conveying the environmental friendliness of a product is both crucial and challenging. One efficient way to overcome this challenge is by using brand names as a way to signal environmental friendliness. Linking research in sound symbolism and metaphor cognition, the current research suggests that silent consonants in brand names (e.g., Etopal), compared to voiced consonants (e.g., Edopal), are more effective in conveying environmental...