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The article is titled “What’s in a name? How the sound of names can bias hiring decisions.” It was originally published on August 28, 2025 and is authored by David Sidhu, Assistant Professor, Department of Psychology, Carleton University and Penny Pexman, Professor of Psychology, Western University.

Imagine you’re hiring someone for a job that requires a very kind, agreeable and co-operative person. You have two candidates and all you know about them are their names: Renee and Greta. Who do you think would be a better fit?
If you are like the people in our recent study on hiring judgments, you probably chose Renee. We found that smoother-sounding names like Renee were preferred to harsher-sounding names like Greta for certain kinds of jobs.
The idea that the sound of a word can make it a better fit for particular meanings or qualities is known as sound symbolism. And it suggests that even something as small as the phonemes in a name can carry surprising weight in how people are judged.
The power of sound symbolism
The best known example of sound symbolism is the bouba/kiki effect. Across languages and cultures, people tend to match the made-up word “bouba” with round shapes and “kiki” with spiky ones.
Why this happens is still debated. Various explanations exist, including the physical sensation of pronouncing the words or the way the sounds of the words imitate the features of round versus spiky objects.
Several years ago, we tested whether the bouba/kiki effect extended beyond invented words to real first names. In one part of that study, we showed participants silhouettes that were either round or spiky and asked them to match them with names.
Not only do people associate names like Bob with round silhouettes and Kirk with spiky silhouettes, but people also associate these names with different personality traits.
Smoother-sounding names like Liam or Noelle were judged as more agreeable and emotional, while spikier-sounding names like Tate or Krista were judged as more extroverted.
Importantly, this didn’t mean that Liams actually were more agreeable than Tates. In fact, when our study looked at the personalities of more than 1,000 people, we didn’t find any sign these patterns existed in the real world. Nevertheless, people still make associations based on the sounds of names.
Names and hiring decisions
In our latest study, we were curious to see how these associations might affect judgments in a real-world context: hiring. Of course, employers usually have much more to go on than a name, but there are many instances in which candidates are screened based on only limited information.
There is also a great deal of evidence that socio-demographic cues in a name — such as race and age — can affect who gets a callback. The sound of a name itself could be another potential source of bias.
We designed job ads that looked for a candidate high in one of six personality factors: honesty-humility, emotionality, extroversion, agreeableness, conscientiousness (how organized or hard-working someone is) and openness to experience. For example, one ad looking for an agreeable candidate read:
An organization is looking to hire a new employee. The ideal applicant for this job should be:
Co-operative
Peaceful
Not aggressive
A sample of adults recruited online were then given a pair of names and asked to decide who sounded like a better fit for the job. One name in the pair contained what are called “sonorant” consonants (l, m, n) that sound especially smooth and continuous.
The other contained what are called “voiceless stops” (p, t, k) that sound especially abrupt. For example, they might have to choose between Liam and Tate.
The people in our study made decisions for many different pairs of names, and the overall finding across three experiments was that smoother sounding names, like Liam and Noelle, were judged as better fits for jobs looking for someone high in honesty-humility, emotionality, agreeableness and openness.
When more information is available
We also tested what happens when additional information was introduced. For example, what if participants saw Liam in a picture or watched a video of him answering questions about himself?
We found that when people saw pictures of candidates (randomly paired with names), the influence of name sound decreased. When people saw a videotaped interview of the job candidates, the sound of a name no longer had an effect on their judgments of personality.
We also asked participants how well a given name fit the job candidate in the video. When people felt a name suited a candidate — regardless of sound — that candidate was judged more positively on almost every measure, including warmth and competence.
In other words, there seems to be a benefit of having a name that fits, even though it’s not yet known why some people’s names seem to suit them better than others.
Taken together, these results show the sound of a name might be one additional source of bias in hiring decisions. When people don’t have a lot of details about a candidate, it seems that there is much in a name.

What’s in a name? How the sound of names can bias hiring decisions

August 28, 2025 • My Project Name

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