The name game: How naming products increases psychological ownership and subsequent consumer evaluations
The name game: How naming products increases psychological ownership and subsequent consumer evaluations
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名称游戏：为产品命名如何增加心理所有权和随后的消费者评价
DOI：
10.1002/jcpy.1005
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发表时间：
2018
影响因子：
4.8
通讯作者：
Ashley Stadler Blank
中科院分区：
文献类型：
--
作者：
Jennifer L. Stoner;B. Loken;Ashley Stadler Blank
命名产品在美国文化中相当普遍；然而，我们还没有意识到有任何消费者研究探索这一现象的影响。通过三项研究，我们证明，当消费者命名产品时，他们对这些产品的评价会增加(例如，态度、购买意图和接受的意愿)。我们发现，名字的合适性和创造性以及随后的心理所有权推动了这种效果。我们还展示了命名效果非常强大--可以跨多种产品、演示格式和人群进行复制，并且可以随着时间的推移而持久存在。这些结果有助于消费者研究，开辟了一条新的实质性调查路线，探讨命名产品的影响。
Naming products is quite prevalent in American culture; however, we are not aware of any consumer research that explores the effects of this phenomenon. Across three studies, we demonstrate that when consumers name products, their evaluations of those products increase (e.g., attitudes, purchase intentions, and willingness to accept). We find that name fit and creativity as well as subsequent psychological ownership drive this effect. We also demonstrate that the naming effect is quite robust—replicating across multiple products, presentation formats, and populations as well as persisting over time. These results contribute to consumer research by opening up a new substantive line of inquiry into the effects of naming products.