Is this product easy to control? Liabilities of using difficult-to-pronounce product names

This research studied difficult-to-pronounce product names which are prevalent in certain product categories. In study 1, consumers tried golf balls that varied in name pronounceability but were otherwise identical and, despite direct experience, concluded balls with difficult versus easy-to-pronounce names were less controllable and less preferable. In study 2, consumers were asked to look for a dog that was highly (less highly) controllable...