I suppose this result is unsuprising. Novelty=risk=excitement, right?
A group of students were given a list of made-up food additives and were asked to rate how harmful they were. The additives all contained twelve letters, with Magnalroxate being one of the easiest to pronounce and Hnegripitrom one of the hardest to pronounce. The students rated the difficult to pronounce additives as being more harmful. In addition, the hard to pronounce additives were considered to be more novel than those with easier names. In another experiment, students were shown a list of made-up names of amusement-park rides and were asked to rate the rides on how adventurous they would be and how risky (and therefore most likely to make them sick) the rides would be. The names ranged from being easy to pronounce (such as Chunta) to very difficult to pronounce (such as Vaiveahtoishi). Consistent with the first experiment, the students rated the rides with the difficult to pronounce names as being more risky, but also more exciting.