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.

View Full Article in:


Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Chief Revenue Officer
Chief Revenue Officer - NY, Denver or San Fran
New York, Denver or San Francisco, NY
Senior Manager, Advertising Technology Operations
Pandora Media, Inc.
Oakland, CA
Director, Operational Enablement and Excellence
Pandora Media, Inc.
Okaland, CA
Sales Director - ROBLOX (New York)
Programmatic Manager
A+E Networks
New York, NY