The name of a product can affect our decision to buy it or not, according to a recent study published in the Journal of Consumer Research .
The authors of the article explain that there are many linguists who defend that there is a correspondence between sounds and meanings (sound symbolism). Specifically, it seems that human beings associate the previous vowels (i, e) with characteristics such as small, long, fast and sharp; while the back vowels (o, u, a) represent the big, slow and round. This influences consumers, who according to the experiments would be more willing to buy a knife called Millen than another called Mallen . On the contrary, if it is a hammer, the biggest sales success would be for Mallen . Knowing this data, they say, could make the difference between success or failure in the launch of a new brand.
