# Prof. Adam Alter's book, "Drunk Tank Pink," is highlighted

1 Faculty News April 22, 2013 ![Forbes logo](/sites/default/files/styles/246w/public/assets/images/con_030508.jpg?itok=SId6k3bx)>

Excerpt from [Forbes](http://www.forbes.com/sites/rogerdooley/2013/04/22/the-easy-path-to-persuasion/) -- "This means that brand names that are short and easy to pronounce will have a built-in advantage over brands with long, difficult names. Indeed, in his new book Drunk Tank Pink, Princeton psychologist [Adam Alter](http://www.stern.nyu.edu/faculty/bio/adam-alter) describes his research project that showed companies with fluent names generated higher returns in the stock market in short-term trading."

[Read more](http://www.forbes.com/sites/rogerdooley/2013/04/22/the-easy-path-to-persuasion/)