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 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.