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.