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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| Veröffentlicht in: | The Journal of consumer research 2005-12, Vol.32 (3), p.405-415 |
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| container_end_page | 415 |
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| container_issue | 3 |
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| container_title | The Journal of consumer research |
| container_volume | 32 |
| creator | Brendl, C. Miguel Chattopadhyay, Amitava Pelham, Brett W. Carvallo, Mauricio |
| description | 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. |
| doi_str_mv | 10.1086/497552 |
| format | Article |
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Miguel ; Chattopadhyay, Amitava ; Pelham, Brett W. ; Carvallo, Mauricio</creator><contributor>Dawn Iacobucci served as editor and Stephen Nowlis served as associate editor for this article.</contributor><creatorcontrib>Brendl, C. Miguel ; Chattopadhyay, Amitava ; Pelham, Brett W. ; Carvallo, Mauricio ; Dawn Iacobucci served as editor and Stephen Nowlis served as associate editor for this article.</creatorcontrib><description>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). 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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.</description><subject>Alphabetic letters</subject><subject>Attitudes</subject><subject>Beverages</subject><subject>Brand names</subject><subject>Brand preferences</subject><subject>Branding</subject><subject>Brands</subject><subject>Consumption</subject><subject>Crackers</subject><subject>Dentists</subject><subject>Hunger</subject><subject>Influence</subject><subject>Information processing</subject><subject>Names</subject><subject>Naming conventions</subject><subject>Preferences</subject><subject>Professions</subject><subject>Spring water</subject><subject>Studies</subject><subject>Thirst</subject><issn>0093-5301</issn><issn>1537-5277</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2005</creationdate><recordtype>article</recordtype><recordid>eNo9kE1LxDAURYMoOI76C1wEF-6qeU1f0rgbB79gGAUHXZY0fdUOM21NMoL_3krF1YXL4Vy4jJ2CuASRq6vMaMR0j00ApU4w1XqfTYQwMkEp4JAdhbAWQoAAmLDl0m6JLyhG8vzG27Zq2vdr_mo31Driq6EJNfnA3z6o5c--q3Yu8peeXFM3ji-JqsBnnvjMxeaLjtlBbTeBTv5yylZ3t6v5Q7J4un-czxaJk6hikpOxoJykstREzhpQGQpAlRopnSltimmFQlPpMFOCslxXmOUVoLXSaDll56O2993njkIs1t3Ot8NikQIKCTCIpuxihJzvQvBUF71vttZ_FyCK36eK8akBPBvBdYid_6ekMqk2KH8AmDth1Q</recordid><startdate>200512</startdate><enddate>200512</enddate><creator>Brendl, C. 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Miguel ; Chattopadhyay, Amitava ; Pelham, Brett W. ; Carvallo, Mauricio</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c356t-8e9a16c3ebb7eeca9164501562933c9ba252d507ebc5460e487d548d15aa3973</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2005</creationdate><topic>Alphabetic letters</topic><topic>Attitudes</topic><topic>Beverages</topic><topic>Brand names</topic><topic>Brand preferences</topic><topic>Branding</topic><topic>Brands</topic><topic>Consumption</topic><topic>Crackers</topic><topic>Dentists</topic><topic>Hunger</topic><topic>Influence</topic><topic>Information processing</topic><topic>Names</topic><topic>Naming conventions</topic><topic>Preferences</topic><topic>Professions</topic><topic>Spring water</topic><topic>Studies</topic><topic>Thirst</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Brendl, C. Miguel</creatorcontrib><creatorcontrib>Chattopadhyay, Amitava</creatorcontrib><creatorcontrib>Pelham, Brett W.</creatorcontrib><creatorcontrib>Carvallo, Mauricio</creatorcontrib><collection>CrossRef</collection><jtitle>The Journal of consumer research</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Brendl, C. Miguel</au><au>Chattopadhyay, Amitava</au><au>Pelham, Brett W.</au><au>Carvallo, Mauricio</au><au>Dawn Iacobucci served as editor and Stephen Nowlis served as associate editor for this article.</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Name Letter Branding: Valence Transfers When Product Specific Needs Are Active</atitle><jtitle>The Journal of consumer research</jtitle><date>2005-12</date><risdate>2005</risdate><volume>32</volume><issue>3</issue><spage>405</spage><epage>415</epage><pages>405-415</pages><issn>0093-5301</issn><eissn>1537-5277</eissn><coden>JCSRBJ</coden><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). 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| ispartof | The Journal of consumer research, 2005-12, Vol.32 (3), p.405-415 |
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| source | Oxford Journals Online; Business Source Complete; JSTOR |
| 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 |
| title | Name Letter Branding: Valence Transfers When Product Specific Needs Are Active |
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