This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies. Find out more here

FEATURE10 April 2019

What do you call it?

x All content on Research Live and in Impact magazine is editorially independent from sponsorship or other commercial arrangements.
Find out more about advertising and sponsorship.

FMCG Features Impact Leisure & Arts North America Trends

Inanimate objects with nicknames are more likely to be looked on favourably by consumers than those that remain nameless, according to new research. By Katie McQuater

My first set of wheels was a bright red Fiat Punto named Holly Golightly, in homage to my favourite film at the age of 18. As humans, the desire to anthropomorphise inanimate objects is a long-enduring trait it seems – ...