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

Across five studies we demonstrated that the length of brand names influences the expectations of healthiness in foods and preference for healthy foods. Specifically, foods with shorter (versus 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) was identified, where a positive effect of name length was not observed when the name included 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.