Name letter branding: valence transfers when product specific needs are active
In five experiments respondents were more likely to choose a brand whose name started with letters from their names; effect strengthened when a product-specific need, such as the need to drink, was active.
In five experiments respondents were more likely to choose a brand whose name started with letters from their names; effect strengthened when a product-specific need, such as the need to drink, was active.
Written from the abstract read 2026-10-12.
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Reproduced as it was written when this source was checked, figures and all.
doi:10.1086/497552. Abstract read: in five experiments respondents were more likely to choose a brand whose name started with letters from their names; effect strengthened when a product-specific need, such as the need to drink, was active.