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 Chen, Chun-Tuan Chang, Xing-Yu Chu. “’Ascorbic Acid’ or ‘Vitamin C?’ When and How Scientifically or Commonly Named Ingredients Enhance Product Evaluations.” Psychology and Marketing, in press, https://doi.org/10.1002/mar.22068