Carl H. Lindner College of BusinessCarl H. Lindner College of BusinessUniversity of Cincinnati

Carl H. Lindner College of Business

A Roaring Success: How Acoustics Make Us Spend More Money on Cars

Smart Planet
Monday, December 19, 2016 6:24 PM
Sound, says UC marketing professor, may increase product liking.

While some cars have gotten quieter, Ford is adding noise to its Focus to give its engine some roar when stepping on the gas.

James Kellaris, the James S. Womack/Gemini Chair of Signange and Visual Marketing in the Carl H. Lindner College of Business, commented on this auditory salesmanship known as sonic branding in a November 2, 2012 article on Small Planet.

Kellaris speaks to the consumer psychology of sonic branding—music jingles, certain voices or sounds that we associate with particular brands—and how it plays a role in consumer choice.