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

Name Letter Branding: Valence Transfers When Product Specific Needs Are Active
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姓名字母品牌：当产品特定需求活跃时价态转移

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发表时间：
2005
期刊：
影响因子：
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通讯作者：
Mauricio Carvallo
Mauricio Carvallo
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文献类型：
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作者：
C. Brendl;Amitava Chattopadhyay;B. Pelham;Mauricio Carvallo

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在五个实验中，受访者更有可能选择一个品牌时，品牌名称开始的字母从他们的名字比没有，一个选择现象，我们称之为“姓名字母品牌化。“我们认为，在第一阶段，自我提升的积极需求增加了名字字母本身的积极效价，而在第二阶段，积极的名字字母效价转移到产品特定的属性（例如，饮料的味道）。因此，当受访者形成品牌偏好时（例如，饮料），激活产品特定需求（例如，需要喝）增强了这种（转移）效价的影响。(c)2005年，《消费者研究杂志》，Inc.
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..