Three groups of between 41 to 48 participants were asked to rate the same Niagara Chardonnay. The first group was told the wine came from a fictional winery called Titakis; the second group was told it came from an even more disfluently named winery named Tselepou, and the third served as a control group which was given no name.
The most highly valued wine turned out to be the hardest-to-pronounce, as Tselepou was valued at $16 a bottle in the blind tastings.
According to my estimates, “Tselepou” is pronounced “to sell a poo,” which I would not buy at any price.
The average increase in value of a difficult-to-pronounce wine is $2. Difficult-to-pronounce cheese also seemed to be valued more highly.
I suspect this is why my blog is unsuccessful. “Tom Johnson” is too easy to pronounce. Yeah, that’s it.