If it is difficult to pronounce, it must be risky.

Song and Schwartz make the observation that low processing fluency (as with names that are difficult to pronounce) fosters the impression that a stimulus is unfamiliar, which in turn results in perceptions of higher risk. Ostensible food additives were rated as more harmful when their names were difficult to pronounce than when their names were easy to pronounce, and amusement-park rides were rated as more likely to make one sick (an undesirable risk) and also as more exciting and adventurous (a desirable risk) when their names were difficult to pronounce than when their names were easy to pronounce.