When Lower Is Better: the Impact of Activated Number Interpretation Frames on Reactions to Alpha-Numeric Brand Names

Anneleen Van Kerckhove, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium
Mario Pandelaere, Ghent University, Belgium
The success of alpha-numeric brands depends partly on consumers’ reactions to its name. As such the liking of the number that is included plays a crucial role. Three studies show that reactions to alpha-numeric brand names comprising larger/smaller numbers depend on the magnitude interpretation frame that is contextually activated.
[ to cite ]:
Anneleen Van Kerckhove, Hendrik Slabbinck, and Mario Pandelaere (2012) ,"When Lower Is Better: the Impact of Activated Number Interpretation Frames on Reactions to Alpha-Numeric Brand Names", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 658-660.