Harsh voices, sound branding: How voiced consonants in a brand's name can alter its perceived attributes

This paper examines the sound‐symbolic link between voiced obstruents (speech sounds created by obstructing the airflow) present in a brand name and the perceived product/brand attributes. In three studies (two using self‐reported measures and one using an implicit reaction time paradigm), we tested the effect of voiced (b, d, g, z, v) versus voiceless obstruents (p, t, k, s, f) across 25 hypothetical brand names, on the perceived product...