Name Letter Branding: Valence Transfers When Product Specific Needs Are Active

Respondents in five experiments were more likely to choose a brand when the brand name started with letters from their names than when it did not, a choice phenomenon we call “name letter branding.” We propose that during a first stage an active need to self‐enhance increases the positive valence of...

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Bibliographic Details
Published in:The Journal of consumer research 2005-12, Vol.32 (3), p.405-415
Main Authors: Brendl, C. Miguel, Chattopadhyay, Amitava, Pelham, Brett W., Carvallo, Mauricio
Format: Article
Language:English
Subjects:
Alphabetic letters
Attitudes
Beverages
Brand names
Brand preferences
Branding
Brands
Consumption
Crackers
Dentists
Hunger
Influence
Information processing
Names
Naming conventions
Preferences
Professions
Spring water
Studies
Thirst
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Summary:Respondents in five experiments were more likely to choose a brand when the brand name started with letters from their names than when it did not, a choice phenomenon we call “name letter branding.” We propose that during a first stage an active need to self‐enhance increases the positive valence of name letters themselves and that during stage 2 positive name letter valence transfers to product‐specific attributes (e.g., taste of a beverage). Accordingly, when respondents form a brand preference (e.g., of beverages), activating a product‐specific need (e.g., need to drink) boosts the influence of this (transferred) valence.
ISSN:0093-5301
1537-5277
DOI:10.1086/497552