We examined the effect of vowel sounds contained in spokesperson names and spokesperson gender on consumer perceptions of spokesperson personality and brand personality evaluations. Using an experimental design across three studies, we found that when gender of the spokesperson is known, the vowel sounds contained in a spokesperson’s name only influenced personality traits when the spokesperson was a male. For example, a male spokesperson with a name that contained back vowel sounds (i.e. Odyn Tolley) was perceived as more charming, outdoorsy, and tough. The effect of vowel sounds in a spokesperson’s name on personality perceptions attenuated when the spokesperson was female. Further, the phonetic meaning derived from sounds in male spokesperson names was found to exert a greater influence on brand personality perceptions than phonetic meaning derived from sounds in brand names. Advertisers and marketing managers are advised to strategically name created spokespeople in line with desired personality perceptions and with careful consideration of spokesperson gender.

中文翻译：

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任何名字的代言人都不会那么迷人：代言人姓名和性别对人格评价的语音影响

我们研究了代言人姓名和代言人性别中包含的元音对消费者对代言人个性和品牌个性评价的看法的影响。使用跨越三项研究的实验设计，我们发现当发言人的性别已知时，发言人姓名中包含的元音声音只会影响发言人是男性时的个性特征。例如，一个名字包含后元音的男性代言人（即 Odyn Tolley）被认为更迷人、更户外、更坚强。当发言人是女性时，发言人姓名中的元音对人格感知的影响减弱。更多，研究发现，男性代言人名字中的语音意义比品牌名称中的语音意义对品牌个性感知产生更大的影响。建议广告商和营销经理根据所需的个性认知并仔细考虑代言人的性别，战略性地命名创建的代言人。