Effects of Alphanumeric Brand Names: a Selective Anchoring Perspective

Dengfeng Yan, Hong Kong University of Science and Technology, China
Rod Duclos, HKUST, China
Building on anchoring theory, this research examines how and when seemingly innocuous alphanumeric brand names (e.g., 7-Up, Coke Zero) can bias a variety of consumer judgments (e.g., price estimates) by anchoring them either up- or downward. Four experiments document this effect and identify its boundary conditions.
[ to cite ]:
Dengfeng Yan and Rod Duclos (2011) ,"Effects of Alphanumeric Brand Names: a Selective Anchoring Perspective", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.