“Consumers perceive unconventionally spelled names as a persuasion tactic or a marketing gimmick, leading them to view the brand as less sincere.”

John Costello, assistant professor of marketing at Notre Dame’s Mendoza College of Business, commenting on research that finds consumers are less likely to support uniquely spelled unfamiliar brands, compared with conventional spellings. Download the research report, “‘Choozing’ the Best Spelling: Consumer Response to Unconventionally Spelled Brand Names."