Vowel sounds influence our perception of prices

Researchers have known for 80 years about a symbolic connection between speech and size: back-of-the-mouth vowels like the “o” in “two” make people think of large sizes, whereas people associate front-of-the-mouth vowels like “ee” with diminutiveness. Marketers can use this effect to make consumers think a discount is bigger or smaller than it truly is, according to a study soon to be published in The Journal of Consumer Research...
From Drilling Down - Vowel Sounds Influence Consumers’ Perception of Prices.

Hat tip to Steve Silberman.

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