The length of brand names influences the expectation of healthiness in foods and preference for healthy foods
通过五项研究，发现短品牌名（相比长品牌名）的食品被认为更健康，消费者也更偏好它们，原因是短名称显得不那么强势，从而让人感觉更健康。
Abstract Across five studies (including one supplementary study), we demonstrate that the length of brand names influences the expectations of healthiness in foods and preference for healthy foods. Specifically, foods with shorter (vs. longer) brand names are perceived as healthier, and consumers prefer such foods. The perceived potency of names and expectations of healthfulness partially mediate the effect. Shorter (vs. longer) names are perceived as less potent; therefore, foods with such names are expected to be healthier, leading to a greater preference. Furthermore, the boundary condition (perceived potency of the brand names) is identified, where a positive effect of name length is not observed when the name includes more potent phonemes. Our findings contribute to the literature on healthy food branding and provide managerial implications for practitioners who are interested in promoting healthy foods.