It appears to be a feature of System 1 that cognitive ease is associated with good feelings. As expected, easily pronounced words evoke a favorable attitude. Companies with pronounceable names do better than others for the first week after the stock is issued, though the effect disappears over time. Stocks with pronounceable trading symbols (like KAR or LUNMOO) outperform those with tongue-twisting tickers like PXG or RDO
