Words, names and brands that stimulate the same muscle movements used in swallowing are preferred over words that stimulate muscle movements used for expelling.
It is believed that we unconsciously associate an inward movement with the intake of food and drink, which are pleasurable activities associated with survival. In contrast, the outward movement is more strongly associated with expelling food and choking. Could these findings help make communications more inviting? Are you more likely to swallow the message (pardon the pun)?
Read about this interesting study here.
