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https://www.wsj.com/articles/name-product-pronounciation-11637337581
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Coming up with a new name for a product? Then it may be wise to consider this recent
research finding: Consumers felt they had more control over products whose names were easier to pronounce.
In one study, researchers gave participants the exact same golf ball with four different made-up brand names: Machakw, Weayaya, Chatima and Melvern. Participants used the balls on a putting green, and then were asked to rate each ball on a seven-point scale, with 1 being difficult to control and 7 being easy to control.
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This copy is for your personal, non-commercial use only. Distribution and use of this material are governed by our Subscriber Agreement and by copyright law. For non-personal use or to order multiple copies, please contact Dow Jones Reprints at 1-800-843-0008 or visit www.djreprints.com.