If you want to make the findings of your scientific study seem more important, simply give the effect a catchy name to help people remember. A study just published online in Psychological Science found that naming research findings boosted their perceived importance, but only if people assume the name is to aid memory.
On the other hand, if people thought the name was to ease understanding, the results of the study were perceived as less important than un-named findings.
The research, led by marketing psychologist Aparna Labroo, showed through a number of experiments that the effect happens because a name makes us feel we’re mentally processing the information better – the data just seems easier to deal with.
When we assume this feeling of ease is because the results have stuck in our mind, we perceive them to be more important, but when we assume it’s because they’re easily understandable (too easy perhaps?), we unconsciously downgrade their importance.
Rather cannily, the researchers have labelled their findings the “name ease effect” and they finish their scientific paper with a short tongue-in-cheek commentary on their choice of name.
We call our finding the name-ease effect with some reservations. If you are now thinking about whether you understand our finding, our act of merely naming it will increase your perception of how well you understand the effect, making you feel you probably knew about it all along. Note that the name we used does not provide information about exactly what the effect is and when, why, or for whom it occurs. Nor does other research suggest that merely naming a finding should evoke feelings of ease or that, depending on the attributions made, it can increase or reduce perceptions of the importance of the research. Thus, we hope that as you recollect the effect we described, you find it memorable.