Sincere

Subsequent studies showed that people were not only less likely to select a brand when its name was unusually spelled; they wanted to pay much less for it. Participants indicated that they saw unusual spellings as a persuasion tactic and viewed the brands as less sincere. The backlash was mitigated by a legitimate-sounding reason for the names—for example, that they had been crowdsourced. There was one context in which unusually spelled names outperformed: when people sought a memorable experience, such as a place for drinks during a Las Vegas vacation.