
Insert Alliteration into Prices
Price Digits
Insert Alliteration into Prices
Customers were more likely to buy two t-shirts for $25 because of the matching “t” sounds.
Alliteration feels good.
Consider the name Coca-Cola.
Reading Coca activates a "c" sound in our brain. Re-encountering this sound in Cola feels easy because of the existing activation of this sound, and we attribute this pleasant sensation to the entity (in this case, Coca-Cola).
You also see this strategy with pricing:
- Five Dollar Footlong (Subway)
- Four for $4 (Wendy's)
- Ten for $10 (Kroger)
Indeed, it works:
- A $6.00 sundae converted better than a $5.99 sundae
- Four Flavors $4.00 converted better than Four Scoops $3.99.
- Two Twix converted better than Two Snickers.
- 4 Fables $40 converted better than 4 Threybles $39.
- 9 Neven for $9.00 converted better than 9 Neven for $8.00
(see Davis et al. 2016)
- Davis, D. F., Bagchi, R., & Block, L. G. (2016). Alliteration alters: Phonetic overlap in promotional messages influences evaluations and choice. Journal of Retailing, 92(1), 1-12.

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