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

Across five studies (including one supplementary study), we demonstrate that the length of brand names influences expectations healthiness in foods and preference for healthy foods. Specifically, with shorter (vs. longer) are perceived as healthier, consumers prefer such The potency healthfulness partially mediate effect. Shorter less potent; therefore, expected to be leading a greater preference. Furthermore, boundary condition (perceived names) is identified, where positive effect name not observed when includes more potent phonemes. Our findings contribute literature on food branding provide managerial implications practitioners who interested promoting