Southern Illinois University Edwardsville’s Mitsuru Shimizu, assistant professor in the Department of Psychology in the School of Education, Health and Human Behavior, has co-authored an article that analyzes the “hard e” sound and its effects on behavioral patterns.
The Cornell-led studies, “Sounds That Make You Smile and Share: A Phonetic Key to Prosociality and Engagement” was published in the journal, “Marketing Letters”. The findings of Shimizu and co-author Kevin M. Kniffin, Cornell postdoctoral research associate, may lead to a better understanding of interpersonal interactions.
The studies found people are more likely to help someone whose name ends with a “hard e” sound. When spoken, the sound itself forces people to smile. One prime example of this relates to the use of “Mommy” or “Daddy”, as opposed to “Mom” or “Dad”, when soliciting help.
This research may prove beneficial for marketing campaigns that focus on consumer engagement.
Cornell Chronicle writer H. Roger Segelken further detailed the research in a November story.
Photo: Dr. Mitsuru Shimizu, assistant professor of psychology