The length of brand names influences the expectation of healthiness in foods and preference for healthy foods

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.