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Florida Red or Moody Blue: Study Looks at Appeal of Off-beat Product Names
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******************************** Florida Red or Moody Blue: Study Looks at Appeal of Off-beat Product Names http://knowledge.wharton.upenn.edu/index.cfm?fa=viewfeature&id=1226 From Chubby Hubby ice cream to Trailer Park red nail polish, marketers using ambiguous or surprising descriptions for new flavors and colors are likely to win sales by making consumers go through the effort of understanding an off-beat name, according to recent Wharton research. In a paper titled, "Shades of Meaning: The Effect of Color and Flavor Names on Consumer Choice," Wharton marketing professor Barbara E. Kahn and Elizabeth G. Miller, a marketing professor at Boston College, found that consumers react positively to imaginative names even if they are not particularly descriptive. The research may have implications for Internet marketers whose customers cannot see a product first-hand and tend to rely more on written descriptions when making purchases.
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