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

C. Miguel Brendl, Amitava Chattopadhyay, Brett W. Pelham and Mauricio Carvallo

Journal of Consumer Research, 2005, vol. 32, issue 3, 405-415

Abstract: 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. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2005
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:32:y:2005:i:3:p:405-415

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