When Brand Names Smell Right: The Power of Phonetics & Scent
A unique study by Carnevale et al. (2023) reveals that how a brand name sounds can shape how we experience scented products—but only if a scent is actually present. Let’s dive in!
🔍 Key Insight: Sound + Scent = A Sensory Match
Researchers tested a vanilla-scented lip balm branded as either:
📍Frosh (phonetically congruent) – uses back vowels, (like "o"), which past studies associate with softness and smoothness—ideal for lip balm.
📍Frish (phonetically incongruent) – contains front vowels (like "i"), typically linked to sharpness or harshness.
Participants received either the scented or unscented version of the product and were offered the option to purchase it for $1.
🤔 What Happened?
📍When scented, Frosh was rated as more pleasant, higher quality, and more desirable to purchase than Frish.
📍When unscented, Frosh lost its edge—no difference in product evaluation or purchase.
📍In follow-up studies, participants exposed to the congruent name were even better at identifying the scent later—suggesting stronger olfactory memory.
🌎 Why This Matters for Sensory Marketing
Scent appears to activate the symbolic meaning of the brand name—amplifying emotional and cognitive engagement. When a name sounds like the product smells, it creates a more cohesive and memorable experience. 🧠✨
📖 Carnevale, M., Spence, C., & Galetzka, M. (2023). Follow your nose: When congruent brand names enhance the perception of a scented product. Food Quality and Preference, 110, 105030.
