This document discusses how the sounds of words can influence perceptions. It notes that most people perceive the name "Brimley" to convey a larger, more powerful car than "Bromley" due to the letter 'r' expressing motion. Studies have found that advertisers should use words where the sounds support the message. Specific guidelines developed in a brand name study recommend using sounds that fit the product or service. The document encourages applying these ideas in a small exercise within a week.

1. Influence of sounds
Sounds of words
Prepared by J. Scott Armstrong (details on him at jscottarmstrong.com).
Please inform Scott about errors and also make suggestions (armstrong@wharton.upenn.edu)
Scott has taken these slides from adprin.com, a site that he founded. That site contains interactive versions of these
slides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.

2. Sounds of words
Which name would be a larger and more powerful car, a
1) ___ Bromley, or
2) ___ Brimley?
See the next slide for the answer.
Adapted from AdPrin.com 2

3. Bromley is selected by most people
“The letter r appears to me to be the general instrument
expressing all motion.” (Plato)
Tipper et al. (1921) said that advertisers should use words
where the sounds supported the message.
Specific guidelines are provided on pages 194-5 of
Persuasive Advertising.
Evidence
• These guidelines are
– developed by Klink (2001) in a study in which he asked 265
subjects to evaluate fictitious brand names.
– Evidence from Yorkston and Menon (2004) in a series of
studies where they presented two brands of ice cream
named Frish and Frosh and had subjects sample each
(which were identical). Intentions were higher for Frosh.

4. Based on this exercise, write a small application step for yourself,
and set a deadline, preferably within one week. If you are
working with someone else, share your application plan and the
results of your application.
• For example, use sounds that fit with the product or service
you provide.
Adapted from AdPrin.com