“Ascorbic Acid” or “Vitamin C?” When and how scientifically or commonly named ingredients enhance product evaluations

Abstract

This research investigates how product evaluations are impacted by two strategies for presenting an ingredient: with its common name or with its scientific name. We find 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. The above fit effects are mediated by the consumer's enhanced sense of “feeling right.” Furthermore, we find that 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. Our findings provide important insights that can help marketers choose the ingredient name that most effectively promotes their products.