‘Lyft’ vs. ‘Lift’: Consumers are less likely to support brands with unconventional spellings, study shows (Notre Dame News)

Notre Dame News: ‘Lyft’ vs. ‘Lift’: Consumers are less likely to support brands with unconventional spellings, study shows . “New research from the University of Notre Dame finds that in general, consumers are less likely to support uniquely spelled unfamiliar brands, compared with those that use the conventional spelling of the same word… However, the study finds there is no backfire effect when a company’s motive for selecting a uniquely spelled name is perceived as sincere.”