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Title: Sooo sweeet! Presence of long vowels in brand names lead to expectations of sweetness
Authors: Pathak, Abhishek
Calvert, Gemma Anne
Keywords: Business::Marketing
Issue Date: 2021
Source: Pathak, A. & Calvert, G. A. (2021). Sooo sweeet! Presence of long vowels in brand names lead to expectations of sweetness. Behavioral Sciences, 11(2), 12-.
Journal: Behavioral Sciences
Abstract: Throughout the history of languages, poets and writers have used linguistic tools to enhance euphony in their creations. One of the widely used tools to convey melody in any written (or spoken) creative art form is the use of long vowels. This paper examines the linkages between long (vs. short) vowel sounds and taste expectations of sweetness. Across four studies, we demonstrate that people expect products with brand names containing long vowels to taste sweeter than those including short vowel sounds. In studies 1 and 2, we demonstrate this association with the use of self-reported measures, and in studies 3 and 4, we employ indirect measures (implicit taste-shape correspondence and Single Category Implicit Association Test (SC-IAT) paradigm) to show the effect holds at a subconscious level of processing. Previous research in this field has typically linked vowel position (high vs. low or front vs. back) with product or brand attribute expectations. This paper contributes to the growing body of literature in this field by demonstrating the importance of vowel length in sound symbolism, and more precisely, how it pertains to the taste continuum.
ISSN: 2076-328X
DOI: 10.3390/bs11020012
Schools: Nanyang Business School 
Rights: © 2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https:// 4.0/).
Fulltext Permission: open
Fulltext Availability: With Fulltext
Appears in Collections:NBS Journal Articles

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