Ally with Alliteration

Which of these fetches the most favor from folks seeking a flapjack flavor?

• 4 Pancakes: $3.87 
• 4 Pancakes: $4.13 
• 4 Flapjacks: $3.87 
• 4 Flapjacks: $4.13 

     Hints to the correct answer are in the title and first sentence of this post.
     That correct answer is the last of the alternatives. I’ve listed the four alternatives in order from least to most compelling to consumers.
     Researchers at University of Miami, Virginia Tech, and Baruch College say the explanation lies in alliteration—the use of the same initial sound in words within the same group. The three “f” sounds in that fourth choice lead to positive evaluations because the similarity of the sounds makes the phrasing seem more familiar; what is familiar is easier for the brain to process; and what’s easier for the brain to process is liked more, everything else being equal.
     Among the most familiar words to our brain are those in our name. A set of studies at Clark University and Babson College found that when an item’s price resembles the sound of the shopper’s name or birthdate, the shopper will like the price better. A price of fifty-five dollars has extra appeal for consumers named Fred or Ms. Fine. A price of $49.15 has extra appeal for a consumer born on 9/15 or even 4/15.
     In some circumstances, this means the shopper will prefer that price to a lower price which sounds nothing like the shopper’s identifying information. Similarly, the Miami/Virginia/Baruch researchers discovered that “Two T-shirts $21” received more positive evaluations from consumers than did the better bargain “Two T-shirts $19.” This finding was especially impressive because prices ending in 9 usually carry an extra oomph for shoppers.
     Alliteration creates a rhythm that can drum the sales message into the prospect’s head. In fact, advertising professionals call the tactics “drumbeats.” Notice how the first sentence in this post uses not just alliteration, but also the drumbeat rhythm of rhyme.
     Rhythmic elements build credibility. Psychologists at Lafayette College found that rhythmically rhyming claims are more likely to be perceived as true than those which do not have this attribute. Any Southern Baptist minister and most campaigning politicians could have told the scientists the value of rhyming jingles. The rhythm soothes our defenses, and the repetition of sounds lends the sort of familiarity we associate with truth.
     Also, drumbeats energize us, and energy gives us the perception of success.

For your profitability: Sell Well: What Really Moves Your Shoppers

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