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Easy = good? Easy = true? According to scientists in the field of “cognitive fluency,” people like things that are easy to think about. For example, the shares of stock from companies with easy to pronounce names trade higher than those from hard to pronounce names.

This has many marketing implications including naming your company and your product. For example, think about how much better “iPhone” is than “Nexus One.” Bottom line: if you’re in marketing, you’d better read “Easy = True.”

(Via Boston Globe)

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