Kit Kat and Coca Cola's Success is in Their Name, Not in the Taste

#Advertising

Thu, Oct 21st, 2010 12:00 by capnasty NEWS

This LiveScience article states that although the taste of certain products can stimulate cravings -- which in turn will stimulate the consumer to buy the product -- researchers believe that the real driving force is the repetitively structured names.

Reportedly, according a study recently published in the Journal of Marketing, "Across several product categories, audible exposure to repetitive-sounding brand names favourably affects how consumers perceive and choose items and decide where to buy them". Repetitive brand names researchers mentioned in the study include Hubba Bubba, Tutti Frutti, Bits & Bites, Lululemon and Tostitos.

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