In 618 a while ago, I was ready to buy a floss in a treasure. I found that the name of the product was "water floss men and women", which was very curious - how can I divide the floss into gender, I can't use it when I buy a female floss? Next to a senior online shopping expert outside the field said, because it is easier to be found! Suddenly, it is obvious that many people write gender directly when searching for a treasure.

Looking at the commodity name carefully, there are not only "men and women", but also a lot of words such as "intelligence", "portable", "home", "mouth", "cleaning", "spraying teeth and cleaning teeth". Words with a little bit of edge are on the top. The three word commodity names have been made of more than 30 words. Try other goods also so, the name disgusted a little, the effect of making money should be good.

In the field of highly dependent network retrieval, it is necessary to consider the factor of "retrieval" in naming. For example, our academic papers are highly dependent on retrieval. We are all "selling papers". Of course, the most important thing is to produce high-quality products and then put them on the shelf in the best journals as possible. Next, for the paper that we publish hard and hard, how many people can read it and then quote it is also an important index of the paper selling well. So in the Internet age, is the longer the title will be easily searched, and then it will be beneficial to be cited?

In fact, according to many traditional experiences, short title works better. Journal editors and experienced authors often suggest that you take an attractive, concise, and easier to understand title. Some academic journals even set a limit on the length of titles, because shorter and more refined titles tend to be more attractive to readers, while too long titles can be too wordy, reducing reading interest. The title is stinky and long, or it can't be read long around several corners. Anyone else wants to read a paper. Many studies have confirmed the negative correlation between the length of the title and the number of citations. Even in the capital market, companies with short and easy to pronounce names will have higher investor identification and higher valuation. We call this traditional view "short and small and sharp effect".

But it may have changed in the Internet era. Network retrieval has become the main way to search for documents, and how to get more chances to be retrieved becomes more important. The longer the title of the paper, the more chances to be retrieved, and this kind of putting more keyword information in the title to increase the chances of being retrieved also conforms to the recommendation of search engine optimization (SEO) (especially according to the experience of naming a treasure). We may call it "information effect".

For the above two competitive explanations, we have tested the data of more than 300000 economic papers in the wo database from 1956 to 2012. After controlling the number of papers, the number of collaborators, the author's order, the number of references, whether the first paper of a journal, the fixed effect of the journal, the fixed effect of the year and the fixed effect of the year of the journal, it is found that before 2000, the shorter the Title is, the more the short citation is, but the "short and concise effect" has a gradual decline in the 1970s, 1980s and 1990s. Finally, in the 21st century, the longer the title is quoted, the more information effect reverses the "short and concise effect".

Of course, if our hypothesis of "information effect" is established, it should be speculated that the more papers depend on retrieval, the stronger the "information effect". We have also verified this from various perspectives.

To say enlightenment, the title of the paper can be longer, the amount of information is larger, wine fragrance is afraid of the depth of the alley. Of course, name is also an art, can not be like a treasure store to pile up the relevant words, that is ugly. We can consider the structure. For example, reasonable use of dashes and colons, expand the form of the main title + subtitle with less information, so as to increase the length and information of the title. Jacques and sebire [5], Rostami et al. [6] found that adding a subtitle can increase the probability of the paper being retrieved, thus increasing the download rate and the reference rate.