How Does Risk Sound? the Fit Between Harsh (Soft) Names and Uncertainty (Certainty)

In this research, we propose that the uninformative factor of the sound of a word affects decisions under uncertainty. After quantifying names on a comfortable–uncomfortable continuum, we present evidence from naturalistic and controlled examinations showing greater preference for comfortable- (uncomfortable-) sounding names in scenarios of greater certainty (uncertainty).



Citation:

Keith Botner, Arul Mishra, and Himanshu Mishra (2017) ,"How Does Risk Sound? the Fit Between Harsh (Soft) Names and Uncertainty (Certainty)", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 42-46.

Authors

Keith Botner, Lehigh University, USA
Arul Mishra, University of Utah, USA
Himanshu Mishra, University of Utah, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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