Some new research in Psychological Science from The Association for Psychological Science, tells us that human beings tend to find unpronounceable product names risky.
Two made up food items were put head to head, Magnalroxate and Hnegripitrom, and the latter, which is almost impossible to pronounce, was declared by consumers to be the most dangerous. Additionally, a fictional amusement park ride called the "Vaiveahtoishi" was perceived as being more dangerous than the pronounceable "Chunta."
Of course, these finding have obvious implications in the naming and branding business.
Tylenol's scientific name, N-acetyl-p-aminophenol, will certainly have to be hidden from consumers, while tea ingredients including glucopyranosyl-fructofuran may send some consumers running scared.
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1 comments:
Actually this has been used to advantage in the pharmaceutical industry for many years.
Generic names for drugs are deliberately made difficult to pronounce and remember. This is so the brand name will be associated with the drug and not the generic name even when the drug goes off patent.
I won't give examples because those terms will then attract spam like crazy. :)
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