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Word properties that make slogans effective

Slogans that were longer and included the brand name (Like a good neighbor, State Farm is there vs. Like a neighbor) were more frequently remembered but liked less. Conversely, slogans that included words that are more frequently used (bad breath vs. halitosis) and abstract (disease vs. halitosis) were better liked but less well remembered.   

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A new study from Bayes Business School (formerly Cass), the University of Missouri and the University of Arizona has uncovered the word properties that make slogans effective, as the researchers found that the attributes that make a slogan easier to process lead to it being more likeable but less memorable, and vice versa.  

Previous research has recommended that slogans should be creative or capture the soul of the brand, but the authors found that people preferred slogans that are shorter, omit the brand name, and use words that are linguistically frequent and abstract. In contrast, slogans are less liked, but better remembered, if they are long, include the brand name, and feature unusual and concrete words.  

The paper, co-authored by Professor Zachary Estes, Professor of Marketing at Bayes, sheds light for the first time on the trade-offs that brands face when crafting a new slogan. It also offers marketers practical advice on choosing appropriate words, as well as guidance on how to write slogans that are either likeable or memorable in line with their strategic goals.   

Words matter  

To explore the relationship between the length and composition of a slogan and how well liked it is, the researchers carried out a large multi-method study with 820 brand slogans and a variety of experiments to uncover the word properties that make slogans more effective. They asked around 1,000 students and online workers to tell them how much they liked, or disliked, a subset of real brand slogans. Later, they also gave them a surprise recognition test to see which slogans they remembered seeing earlier.  

Following on from this experiment, the researchers identified five linguistic properties that had opposing effects on whether a slogan was liked and remembered: length, brand name, word frequency, perceptual distinctiveness, and abstractness.  

Slogans that were longer and included the brand name (Like a good neighbor, State Farm is there vs. Like a neighbor) were more frequently remembered but liked less. Conversely, slogans that included words that are more frequently used (bad breath vs. halitosis) and abstract (disease vs. halitosis) were better liked but less well remembered.   

This is because consumers fixate less often and for less time on slogan words that are frequently used and more abstract. As a result, when consumers come across fluent slogans, they are more likely to like and click on the ads but remember them less accurately.  

Snag the sensation  

Using these findings, the researchers then tried to improve existing brand slogans by making disliked ones more fluent, and forgettable slogans less fluent. In one experiment with 243 students, they found that the slogans they had made more fluent (e.g., changing Listerine’s slogan from ‘Stops halitosis’ to ‘Kills bad breath’) became better liked but also worse remembered. Conversely, slogans that they made less fluent (e.g., altering Toyota’s slogan from ‘Get the feeling’ to ‘Snag the sensation’) became better remembered but less liked.   

Another experiment using eye-tracking technology revealed that these changes occurred because participants look longer and more often at disfluent words (e.g., sensation) compared to fluent words (e.g., feeling). The researchers also saw a 28% increase in the click-through rate on a Facebook ad when they improved the fluency of a slogan, as the rate increased from 1.3% to 1.7%, reducing the cost-per-click. 

As a result, the authors suggest that brands that need to gain recognition may consider using words that are difficult to process, i.e., rare and concrete words, while established brands may want to use words that are easy to process, i.e., those that are common and abstract.  

Photo by George Pagan III from Unsplash.com

Semantic selection  

Professor Zachary Estes, Professor of Marketing in the Faculty of Management at Bayes Business School (formerly Cass), said:  

“Brands spend a lot of time and money creating and communicating slogans that consumers will like and remember. Our research identifies specific properties of words that can make a slogan better liked or better remembered, but importantly, the properties that make a slogan more likeable also make it less memorable, and vice versa.  

“To be memorable, slogans should be relatively long, include the brand name, and use rare and concrete words. For instance, BMW could make its slogan easier to remember by changing it from ‘The ultimate driving machine’ to ‘BMW is the peak driving machine’, but that would also make it harder to like. In fact, our research can be viewed as the ultimate slogan machine, and we hope that it will help marketers choose the best words for their brand.” 

‘Intel Inside: The Linguistic Properties of Effective Slogans’ by Professor Brady Hodges (University of Missouri), Professor Zachary Estes, and Professor Caleb Warren (University of Arizona) has been published in the Journal of Consumer Research

Strategies

Crucial electrical safety advice for customers 

Before getting started on outdoor projects, it is important to be aware of the electrical safety hazards you may encounter.

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Spring is about to arrive, and the longer days will inspire business owners to get outdoor projects underway. But before getting started, it is important to be aware of the electrical safety hazards you may encounter.

“Starting on outdoor projects is a great way to welcome the warmer weather, but it’s crucial to be aware of potential electrical hazards at home,” said Tim Frankenberg, fire safety engineer for the St. Louis-based Ameren Corporation. “A little prevention goes a long way in keeping your family safe.”

The St. Louis-based Ameren Corporation recommended four electrical safety hazards to avoid this spring:

Electric equipment near water

Water and electricity don’t mix, so a great rule of thumb is to keep electric equipment at least 10 feet away from wet areas. You should also plug into ground fault circuit interrupters (GFCIs), which are designed to shut off the power as needed to prevent a shock. These are typically found in kitchens, bathrooms, garages and outdoors. It is highly encouraged that GFCIs are tested monthly. 

Underground utilities

You can disrupt utility service, including electric, natural gas and more, and even put your life in danger by failing to have underground utility lines clearly marked before digging. Plan the simple do-it-yourself projects that may seem small, including planting trees or installing a mailbox.

Overhead power lines

Stay clear of power lines and wires when trimming vegetation, raising ladders and performing outdoor home maintenance. Always assess your surroundings while trimming or working in your yard or simply call a certified professional to safely handle the work. Remain at least 10 feet away from any overhead power line near your home. 

Indoor electrical cords and electronics for outdoors

Before plugging into an exterior electrical socket, double-check that your cords, lights or fans are rated for outdoor use. Look for labels on packaging that clearly mark them as suitable for outdoor use. Also, avoid running cords through door or window openings where they can be damaged, and pair them with GFCIs instead. 

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Strategies

How your business can cut costs related to plumbing

Business owners should take proactive measures to identify and fix plumbing leaks heading into the warmer months.

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Business owners should take proactive measures to identify and fix plumbing leaks heading into the warmer months.

“Warmer temperatures are headed our way as spring begins to take hold,” Levi Torres of High 5 Plumbing, Heating, Cooling & Electric said. “Pretty soon, air conditioners will stay on a little longer and energy bills will begin to rise. One of the best ways to offset those costs is to check your plumbing for any leaks that could be increasing water usage.”

According to the EPA, people wastes nearly 10,000 gallons of water every year due to unknown leaks in the home, offices, et cetera. In addition, 10% of establishments waste 90 gallons or more per day.

To help your business cut costs related to plumbing, the experts at High 5 recommend the following tips to help recognize plumbing leaks:

  • Check the flapper in the toilet periodically to ensure it isn’t old or worn out. This can cause the toilet to silently leak thousands of gallons of water a year or cause it to flush on its own. Replacing the flapper can be an easy, cost-effective way to prevent toilet leaks.
  • Inspect the washers and gaskets on your faucets. Old washers can be a primary culprit for leaky faucets, causing a home to waste more than 3,000 gallons per year.
  • Check the showerhead for frequent dripping after usage. A showerhead that drips 10 times per minute can waste over 500 gallons per year. Simply tightening the connection or replacing the showerhead can be a cheap option to prevent leaks.

“While some simple leaks can be prevented by replacing small parts, it’s always important to call a licensed plumber if you suspect you have major leaks inside your home,” said Torres. “Leaks behind a wall or with a water heater can be much more complicated and need professional attention. If left untreated, they can cause thousands of dollars worth of damage. Never leave a leak left untreated.”

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Strategies

‘Ugh, not that song!’ Background music impacts employees

When background music at a workplace is out of sync with what workers need to do their jobs, it can affect their energy, mood – and even performance.

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Have you ever gone to a store or a restaurant where the music was so annoying that you walked right out? Now imagine what it must be like for the employees.

In a study, researchers found that when background music at a workplace is out of sync with what workers need to do their jobs, it can affect their energy, mood – and even performance.

“Music that doesn’t fit what an employee needs to feel energized, manage emotions, and focus on task can have a real negative impact,” said Kathleen Keeler, co-lead author of the study and assistant professor of management and human resources at The Ohio State University’s Fisher College of Business. “We found that a music misfit can lead employees to feel more fatigued, have trouble focusing, and not really enjoy being at work. And that in turns prompts them to engage in behaviors that can harm the organization.”

The problem is worse for people who have difficulty screening out background noise from their environment, the study found.

It is an understudied issue, Keeler said.  About 13.5 million people work in occupations where background music is common. But the music is often chosen with only customers in mind.

“It is a mistake for managers to assume that music doesn’t affect employees,” Keeler said.

The study was published online in the Journal of Applied Psychology.

Study in focus

The researchers conducted two studies. One study involved 166 full-time workers who participated online. Before they began, participants rated how much they needed four features of music: volume, speed, complexity and emotional intensity. The participants then listened to one of two playlists while they conducted a creativity task.

One playlist was upbeat, happy pop music with moderate complexity. The other was slower, more somber music played at a lower volume.

After completing the task, participants rated how much the music they heard fit their needs for volume, speed, complexity and emotional intensity.

Results in focus

The findings showed participants experienced a negative impact if the characteristics of the playlist they listened to was out of sync with what they said they needed. Those who had a music misfit showed a decrease in pleasant feelings and emotions and also more cognitive depletion – a feeling of mental exhaustion, Keeler said.

The problem was particularly acute for people referred to as non-screeners. “Stimulus screening” is the ability to focus on one sensory input at a time. Non-screeners have difficulty doing that and – in this case – were unable to ignore the music in the background while they concentrated on their task.

“The bad effects of music misfit are worse for those who are non-screeners,” Keeler said. “They have difficulty blocking out the music and so they feel less positive emotion and feel more depleted after listening to the music that was out of sync with what they needed.”

The second study was a real-world sample of 68 workers in health care offices, retail stores and dining halls where background music was a feature of their everyday work life. Participants completed three email surveys every day for three weeks about their musical needs, the music they heard, their moods, cognitive depletion and various actions at work.

The findings confirmed results of the first study and added another wrinkle: Music misfit had an impact on job performance.  Participants were more likely to act in ways that hurt the company – and less likely to do positive things – on days when they felt out of sync with the music they heard.

Music affects actions

Negative actions could include working more slowly, talking negatively about the workplace with other employees, and pilfering office supplies. Positive actions included helping a fellow worker on a project that was outside their direct responsibilities.

“It can affect the bottom line of companies if their employees are not being productive because they are being drained and distracted by the music they hear all day,” Keeler said. “Their performance suffers.”

The results suggest that employers need to take into consideration the musical wants and needs of their employees.

“Employers should try to strike a balance between making sure their music appeals to both customers and employees, because this is not a trivial matter,” Keeler said.  “If their employees aren’t happy, that is not going to be good for the business.”

Employers can also ensure there are places in the workplace where employees can escape the music during their breaks. In addition, they could invest in earbuds using smart technology that allows wearers to hear conversations from customers while screening out some background noises, including music.

And while this was not a focus of this study, the results also suggest that workers may be happier and more productive if they are allowed to listen to their own music when appropriate.

Let them listen to their music

“I know some managers are reluctant to allow employees to listen to their own music, but our research suggests that there are a lot of benefits, including productivity, engagement and well-being,” she said.

Harshad Puranik of the University of Illinois-Chicago was co-lead author.  Other co-authors were Yue Wang of the University of Illinois-Chicago, and Jingfeng Yin of The Hong Kong, Polytechnic University.

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