Imaginative names affect consumer behavior positively

06/16/2005 | Knowledge@Wharton

Nail polish with names like Gunpowder and Trailer Park may not be descriptive, but studies show that products, particularly fashion or food, with imaginative names can entice consumers by forcing them to try to make the connection between the name and a flavor or color. "When Crayola comes out with names that don't describe the color of crayons, that is just astonishing," one researcher said.

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