The Bouba-Kiki Effect and the Psychology of Scam Victims – 2024
The Bouba-Kiki Effect and the Psychology of Scam Victims
Subtitle
Primary Category: Psychology of Scams
Author:
• Tim McGuinness, Ph.D. – Anthropologist, Scientist, Director of the Society of Citizens Against Relationship Scams Inc.
About This Article
The Bouba-Kiki effect, a phenomenon where people instinctively associate certain sounds and shapes with specific emotions, offers insight into the subtle biases that can make individuals more vulnerable to scams. Scammers leverage this natural bias by using “soft” language, friendly tones, and comforting visuals, similar to the round, gentle sounds of “Bouba.”
These cues foster a false sense of safety and trust, often leading victims to let their guard down. Throughout the scam process, these associations shape how victims perceive the scammer’s intentions, respond emotionally, and overlook red flags. Even after discovering the scam, victims may struggle with cognitive dissonance as they try to reconcile their initial feelings of trust with the reality of betrayal.
