The Bouba-Kiki effect is at it again.
Any parent who’s ever spent hours debating potential baby names can tell you the struggle is very, very real. It can be a mental minefield striking a balance between timeless and unique, authentic but not too hard to pronounce, meaningful but not the source of major embarrassment in years to come—no wonder some people pay upwards of $30K to have someone else do it for them.
Add to that the added dilemma of choosing a name that could make or break your child’s hireability? No pressure!
According to a study from Carleton University in Canada, some names do, in fact, sound more “hireable” than others.
Participants in the study were asked to choose between two job candidates using only their first names, with no other credentials. More specifically, they were asked to select which name was more likely to reflect someone with at least one of these hireable personality traits: honesty-humility, emotionality, extroversion, agreeableness, conscientiousness (i.e., how organized or hard-working a person is), and openness to experience.
The results? Smooth, melodic names that were sonorant-heavy—think long, round vowels and softer nasal-y consonants like m’s and l’s—tended to win the job offer. Congrats to all the Joannas, Noels, Laurens, and Liams out there!
Personally, I prefer the spikey names. Is that just me? media0.giphy.com
Conversely, names containing abrupt voiceless stops (p’s, t’s, and k’s) weren’t so favorable. Sorry, Rita, Eric, Kathy, and Hector.
This study reflects principles of the well-studied “Bouba/Kiki effect,” which shows that humans automatically associate specific images with certain words. Round vowel-heavy words (bouba) seem softer, while short vowel-hard consonant words (kiki) seem more aggressive. So it stands to reason that in this experiment—where people are looking for agreeable, peaceful candidates—those with more bouba-leaning names would win.
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Of course, this doesn’t even take into account how socio-demographic cues, such as race and age, can trigger a bias. But it does show how much impact a name really has on how we are seen in the world. “The sound of a name might be one additional source of bias in hiring decisions,” said researchers David Sidhu and Penny Pexman. “When people don’t have much to go on, there really is a lot in a name.”
Without further ado, here are those names…
Thankfully, more information is usually available in actual hiring scenarios. Even within the study itself, researchers found that when participants were shown photos or videos of the candidates, the influence of the name decreased exponentially. So while there might be some benefit to having a soft, melodic name, it isn't the ultimate factor in gauging a person's potential.
Every parent wants to give their child the best start possible. So it can be compelling and wise to consider at least how a name might level the playing field for their kid in a world where bias can sneak in from the very first line of a résumé.
But perhaps the real takeaway here isn’t to pressure parents even more. Instead, it’s a reminder to employers to look past names entirely. Tracy or Zach can be just as collaborative, ambitious, and hard-working as Will or Mara.
Maybe if studies like this keep getting attention, that’s the change we’ll see next—a world where every name carries the same promise of possibility.
Harvard researcher Arthur C. Brooks studies what leads to human happiness.
We live in a society that prizes ambition, celebrating goal-setting, and hustle culture as praiseworthy vehicles on the road to success. We also live in a society that associates successfully getting whatever our hearts desire with happiness. The formula we internalize from an early age is that desire + ambition + goal-setting + doing what it takes = a successful, happy life.
But as Harvard University happiness researcher Arthur C. Brooks has found, in his studies as well as his own experience, that happiness doesn't follow that formula. "It took me too long to figure this one out," Brooks told podcast host Tim Ferris, explaining why he uses a "reverse bucket list" to live a happier life.
Many people make bucket lists of things they want in life. Giphy
Brooks shared that on his birthday, he would always make a list of his desires, ambitions, and things he wanted to accomplish—a bucket list. But when he was 50, he found his bucket list from when he was 40 and had an epiphany: "I looked at that list from when I was 40, and I'd checked everything off that list. And I was less happy at 50 than I was at 40."
As a social scientist, he recognized that he was doing something wrong and analyzed it.
"This is a neurophysiological problem and a psychological problem all rolled into one handy package," he said. "I was making the mistake of thinking that my satisfaction would come from having more. And the truth of the matter is that lasting and stable satisfaction, which doesn't wear off in a minute, comes when you understand that your satisfaction is your haves divided by your wants…You can increase your satisfaction temporarily and inefficiently by having more, or permanently and securely by wanting less."
Brooks concluded that he needed a "reverse bucket list" that would help him "consciously detach" from his worldly wants and desires by simply writing them down and crossing them off.
"I know that these things are going to occur to me as natural goals," Brooks said, citing human evolutionary psychology. "But I do not want to be owned by them. I want to manage them." He discussed moving those desires from the instinctual limbic system to the conscious pre-frontal cortex by examining each one and saying, "Maybe I get it, maybe I don't," but crossing them off as attachments. "And I'm free…it works," he said.
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"When I write them down, I acknowledge that I have the desire," he explained on X. "When I cross them out, I acknowledge that I will not be attached to this goal."
The idea that attachment itself causes unhappiness is a concept found in many spiritual traditions, but it is most closely associated with Buddhism. Mike Brooks, PhD, explains that humans need healthy attachments, such as an attachment to staying alive and attachments to loved ones, to avoid suffering. But many things to which we are attached are not necessarily healthy, either by degree (over-attachment) or by nature (being attached to things that are impermanent).
"We should strive for flexibility in our attachments because the objects of our attachment are inherently in flux," Brooks writes in Psychology Today. "In this way, we suffer unnecessarily when we don't accept their impermanent nature."
What Arthur C. Brooks suggests that we strive to detach ourselves from our wants and desires because the simplest way to solve the 'haves/wants = happiness' formula is to reduce the denominator. The reverse bucket list, in which you cross off desires before you fulfill them, can help free you from attachment and lead to a happier overall existence.
A brother and sister in a disagreement.
Like it or not, the name your parents choose for you can significantly impact your life, whether it’s how you’re treated in school by peers, your professional prospects, or how well you do in the dating arena. A name is nothing to joke about. That’s why an uncle-to-be is mad at his sister. He thinks she isn’t taking naming her unborn daughter seriously and fears it will have dire consequences for the girl in the future.
What started as a funny joke between the brother (a biology student) and his sister (a nurse) has become a bone of contention between the siblings. It all started when the brother sent his sister a humorous list of potential names for his niece based on medical terms.
“I knew she was struggling, so in addition to the $900 wooden crib on her list that I got for her, I gave her a list of (obviously) joke baby names. We have a really close relationship, and it was in line with both our senses of humor,” the brother wrote on Reddit's AITA forum.
“She's a nurse, and I'm a biology student, so all the names were medications, infections, unpleasant animals, etc., that all sound like lovely girls' names out of context,” he continued. “Some of them were a little bit obscure, sure, but I included some obvious ones like ‘Viagra’ and ‘Hernia’ for good measure.
A newborn baby sleeping. via Canva/Photos
The problem was that the sister liked one of the names and plans on giving it to her daughter.
“Malassezia. The baby's name is Malassezia. One of the names on my joke list. Outside of the immediate issues (nearly impossible to pronounce on the first try, the ‘ass’ smack dab it the middle of it, the first syllable being mal-, literally meaning bad or evil), it's also the name of a very common fungal infection,” he wrote. “One that my sister and I are both genetically predisposed to. One that we've both had multiple times throughout our lives. Her daughter will almost certainly catch it at some time!” The brother told his sister that the name is “completely unacceptable.”
According to the Cleveland Clinic, Malassezia occurs when “yeast that occurs as part of your skin’s natural flora multiplies and infects the hair follicles,” the website reads. “The condition causes itchy pimples to form on your face, scalp and upper body. Healthcare providers treat this fungal infection with topical and systemic antifungal medications.”
The mother completely understands the downside of the name but insists that “it's so obscure that no one will ever think twice about it.” She simply likes the sound of the name. Unsure of what to do, the brother posted the story on Reddit to see if he was in the wrong.
A doctor taking the baby's footprint. via Canva/Photos
The vast majority of the commenters thought he was totally right to demand the baby’s name be changed.
"I share your frustration, and you're looking out for your niece. While your sis is right that it's her parental right, you're not stepping out of line -- you're family and you're cautioning her,” one commenter wrote. "Tell [the father] so he can veto it,” another commenter added. “Also, how is your sister not thinking about the embarrassment that is going to come with this name? The doctors at every baby appointment will know. I wouldn't be surprised if doctors and nurses giggle when they see her chart. And when she's in school, kids will likely find out what her name means and bully her. Tell your sister to think about her daughter's future. She's thinking too much about her feelings and not thinking about her daughter who would have to live with that name."
One commenter broke the name into chunks and found it has multiple meanings. “Mal = bad + ass = bad ass. So we have the nickname. Now Ezia - Hebrew for elegance? e-Zia as in electronic aunt (Italian?) or electric cottage/home/campervan (Pueblo?),” they wrote.
The only people who thought the brother was wrong were those who believed his sister was pulling a fast one on him. “You gave a joke name list and seem unable to tell she's joking back,” they wrote.
Understand Schitts Creek GIF by CBC Giphy
Ultimately, just about everyone agrees that the brother was right to speak up. Names matter, and kids have to live with them their entire lives. Hopefully, his sister takes the hint before her daughter has a name better suited to a microscope slide than a birth certificate.
This article originally appeared in May. It has been updated.
