Sep 27, 2019
Slogans seem more believable if the words appear in alphabetic order or nearly so. A University of Texas study, just published in the Journal of Consumer Psychology, explores this phenomenon in detail.
Ten advertising claims, either written in an alphabetic sequence or not, were presented to a focus group and rated for truthfulness. The truth ratings were significantly higher for those sound bites that flowed in alphabetic order.. For instance, “Bufferin Eases Pain” is more believable than “Pain Eased By Bufferin.”
The advertising agencies employ this brain preference to control your buying habits. Knowledge is power. Now you are aware of this advertising trick, so look for it in the advertising pitches you see and hear.
Dan King, Sumitra Auschaitrakul. Symbolic Sequence Effects on Consumers’ Judgments of Truth for Brand Claims. Journal of Consumer Psychology, 2019; DOI: 10.1002/jcpy.1132
#Alphabeticorder #advertising #truth