Using technical or famiiliar names impacts our perception of something….

Tok and colleagues determined that “using the scientific name of a major ingredient enhances product evaluations when the product is perceived as utilitarian, whereas using the common name for that ingredient has a positive impact on product evaluations when the product is perceived as hedonic. . . . using the scientific name for a harmful ingredient that has been removed is more likely to enhance product evaluations than referring to the removed ingredient by its common name.” Dickson Tok, Xi…

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