Spiky sounds sparkling: How voiceless consonants present in the brand name of a beverage are more appropriate in conveying its carbonation strength

Research suggests that speech sounds within a brand name can influence taste expectations of product (e.g., voiceless consonants are often linked to sour tastes). Though carbonated beverages sold across all markets in the world, date, linkages between names and their carbonation expectation yet remains unexplored. This research investigates how specific contained enhance perception beverage. Across three studies, we demonstrate hypothetical (or pseudo words) containing (p, k, t, f) more associated with spikiness, compared voiced (b, d, g, v), which still water roundedness. In fourth study, examine coexisting role/effect orthographic phonemic angularity individual (and sounds) confirm (vs. voiced) spikiness roundedness). Our findings add growing body literature linking sound symbolism, cross-modal correspondences.