In other cultures, hearing people choose different "sound effects," indicating that achooing is by no means inevitable. French speakers sneeze to achoum, for example, while Japanese speakers say hakashun. Those sound similar to achoo, but aren't exactly the same. Bencie Woll, a researcher who studies deaf communication at the University College London, explained why for Ouch. Sneezes do make some sound that people aren't able to control, but people are able to modify the sound, depending on what seems socially appropriate. Laughter works similarly. You gotta make noise when you laugh, but you are able to stifle or amplify it.