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Author(s)

Ben Larson

Volume

9

Issue

3

Publisher

Embry-Riddle Aeronautical University

Abstract

Consumers are generally affected by packaging and naming of particular products. Take, for example, a product like shampoo. A few years ago, the brand Halsa was launched. While most people probably saw the label showing the girl with the beautiful hair, they were very likely also influenced by the name Halsa. Had they understood its meaning [Swedish = health], they would probably have had even more faith in the shampoo, but the enigmatic and unusual-sounding name created a favorable impression in them.

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