How and When Alpha-Numeric Brand Names Affect Consumer Preferences

Kunter Gunasti, Pennsylvania State University, USA
William T. Ross, Jr., Pennsylvania State University, USA
This research demonstrates that alpha-numeric brand names have systematic effects on product choices. When the brands refer to product attributes or product advancements, consumers with low (vs. high) need for cognition are more likely to follow them. Consumers with high need for cognition deeply process alpha-numeric brands inferring brand-attribute correlations; whereas those with low need for cognition use simple brand name heuristics based on the numeric portions of the brands. It is further shown that marketers may use various strategies to manipulate consumers' choices among alpha-numeric brands.
[ to cite ]:
Kunter Gunasti and William T. Ross, Jr. (2009) ,"How and When Alpha-Numeric Brand Names Affect Consumer Preferences", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 678-678.