Naming Effects
Names, labels and euphemisms carry learned associations that change how a product or choice is evaluated before its substance is considered; 'pre-owned' sells what 'used' cannot.
An everyday example
'Convenience fee' for a surcharge; 'rightsizing' for layoffs; a dish that sells triple under a descriptive name.
What it can cost you
Evaluating the label rather than the thing; being soothed by euphemism.
Warning signs
- The name made it feel fine.
- I could not say what it actually is.
One thing to do
Translate every label into plain words before deciding; if the plain version changes your view, the label was doing work.
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