The importance of product names on consumer choice
New research from Wharton indicates that the stranger the name of a color or flavor the more likely consumers will pick it up (here (pdf) – via philly.com (requires registration))
Sin Blush, Riptide Rush Gatorade, ionic antiperspirant…how about Orgasm Blush? Well – apparently the latter sells even better than Sin – which is a best seller. When names focus on emotions – the products sell better than if the names are functional.
The study looked at 4 types of names: common (i.e., dark blue), common descriptive (i.e., cherry red), unexpected descriptive (Coke red), and ambiguous (antique red). What they found is that students liked the ambiguous color names better when they saw the name before the color and preferred the unexpected descriptive ones if they saw the color first.
…interesting…
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