Why complicated product names make us feel like we belong
Remember when we used to call denim pants...jeans? Now they're high-rise, skinny and Shibori-inspired. Paul Haavardsrud explains why these "impenetrable descriptors" make us feel like we're part of a club - and why we're willing to pay more to be members.
From coffee (tall soy mocha no whip) to jeans (mid-rise stretchy sandblasted)
Ever wondered why you need a decoder ring to figure out what petite boyfriend high-waisted enzyme wash jeans are? You can thank something called Optimal Distinctiveness Theory.
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Paul Haavardsrud explains why long-winded product names make us feel like we belong to a club — and why we'll pay more to be members.