Name letter branding: Valence transfers when product specific needs are active

被引:81
作者
Brendl, CM
Chattopadhyay, A
Pelham, BW
Carvallo, M
机构
[1] INSEAD, F-77305 Fontainebleau, France
[2] SUNY Buffalo, Dept Psychol, Amherst, NY 14260 USA
关键词
D O I
10.1086/497552
中图分类号
F [经济];
学科分类号
02 ;
摘要
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.
引用
收藏
页码:405 / 415
页数:11
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