Research: Manufacturers Manipulate Customers With Door Sound

The "slam" of the car door is designed specifically to convince a potential buyer of the reliability and safety of the car.

Car doors are designed so that they appear stronger than they actually are. And it's not just about design, handles or locks. It turns out that you can use the «slam» sound to convince a potential buyer of the car reliability and the correct choice. This is what manufacturers pay special attention to.

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Experts in psychoacoustics – the science that studies the psychological, cognitive, and sensory responses of a person to sounds — are involved in the process of developing the door sound. It is proved that there is a cognitive relationship between sound and quality. The main factor when choosing a car is not the sound of the engine. In fact, it is the «slam» that a person hears when closing the door.

According to one of the AutoBead co-founders James Ford, if automakers had to resort to installing additional door handles to ensure the safety of doors 10 years ago, everything can now be done with the help of sound. He believes that the main opportunity for manufacturers to justify the high price is to make buyers feel quality, functionality and safety of the car through developing the right door closing sound.

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As research by Stanford University has shown, the «slam» of the door should be as low as possible. The full rich sound of the closing door creates an impression of luxury, while the metallic «clap» is associated with low-quality car assembly.

Each brand has its own ‘sound engineers’ who use certain combinations of soft materials, such as mats or foam. They absorb or block unwanted noise and create a unique sound. Then they change the design of the door lock or introduce additional dampers. Without them, closing the car door will be more like a collision of two metal parts

James Ford explains.

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