The Affective Consequences of Alpha-Numeric Branding

Chris Janiszewski, University of Florida, USA
Dan King, University of Florida, USA
Numerical stimuli have affective consequences for marketing actions. Study 1 finds that people prefer numbers that are the sums of common addition problems (sum-numbers) and the products of common multiplication problems (product-numbers). Study 2 demonstrates that alpha-numeric brand names are liked better when they are appended with a product-number (e.g., Resorcinol 25) than when they are appended with a non-sum, non-product-number (e.g., Resorcinol 29) or no number at all (e.g., Resorcinol). Study 3 directly manipulates the accessibility number facts (e.g., 2 + 6 = 8, 3 x 4 = 12) to influence liking of sum-numbers (e.g., 8) or product-numbers (e.g., 12) in these facts. Study 4 shows that including operands in print advertisements can increase liking for alpha-numeric brands that contain the products of the operands.
[ to cite ]:
Chris Janiszewski and Dan King (2010) ,"The Affective Consequences of Alpha-Numeric Branding", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 150-152 .