That sounds lean and light! Sound symbolism shapes food expectations

Food perceptions can be influenced by the way a food looks (e.g., packaging) and by sounds associated with it (e.g., sonic logos). In the present research, we examine whether food perception is influenced by sound symbolism in brand names. Specifically, we examine whether phonemes associated with large sizes (i.e., back vowels, sonorant consonants, and voiced stops) or small sizes (i.e., front vowels, voiceless fricatives, and voiceless stops) affect the perceived heaviness or fillingness of a snack. Across two online experiments (combined N = 601) presenting written descriptions of stimuli, participants perceived foods that were labelled with fictional brand names containing phonemes associated with large sizes as heavier and more filling than brand names that contained phonemes associated with small sizes. When imagining buying a snack for a friend who preferred light food (vs heavy food), participants reported greater purchase likelihood for snacks with brand names that contained small-associated phonemes (vs large-associated phonemes). In sum, this research underlines the importance of considering sound symbolism in sensory marketing decisions.