The magic of ‘great’ linked to product names

Abstract

‘Great’ is an adjective that is differently employed by organizations for naming products, as a kind of magical word that adds value to products. However, little is known about this supposed effect. This research analyses the power of ‘great’ when linked to product names under different settings. The aim of this research was to determine whether the word ‘great’ and some of its synonyms, such as ‘grand’, are magical words that add value to a product. A series of empirical studies were carried out, employing both random and convenience samples, and using face-to-face interviews, web and telephone surveys. Results show that when consumers know that ‘great’ means truly superior, they overestimate some of the main attributes of ‘great’ products. In this sense, ‘great’ serves as a powerful tool to increase expectations about a specific product. There is also weak evidence that, for new or unknown products, ‘great’ provides small added value. However, when there is no way to know if ‘great’ truly means superior but the evaluated product is well-known, consumers generally react with indifference. Finally, if ‘great’ is artificially added to the name of a product, there is no effect on consumer perceptions with respect to the product. This research clarifies the conditions where ‘great’ has a positive impact on the bottom line for some companies. Consequently, it is a term that marketers should consider when seeking to persuade consumers.