Effects of Alphanumeric Brand Names: a Selective Anchoring Perspective

This research reports four studies that investigated how alphanumeric brand names influence consumer judgments. We propose that consumers utilize numbers contained in alphanumeric brand names as self-generated anchors, which subsequently bias a series of judgments (e.g., price estimation). Experiment 1 demonstrated this effect, and experiment 2 show that consumers rely on such anchors only when they are relevant. Experiment 3 and 4, using different manipulations, show that this anchoring effect happens when consumers employ a heuristic (vs. systematic) processing style.


Dengfeng Yan and Rod Duclos (2011) ,"Effects of Alphanumeric Brand Names: a Selective Anchoring Perspective", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 61-62.


Dengfeng Yan, HKUST
Rod Duclos, HKUST


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


No Self to Spare: How the Cognitive Structure of the Self Influences Moral Behavior

Rima Touré-Tillery, Northwestern University, USA
Alysson Light, University of the Sciences

Read More


Product Transparency in Online Selling Mechanisms: Consumer Preference for Opaque Products

Lucas Stich, Ludwig-Maximilians-University Munich
Martin Spann, Ludwig-Maximilians-University Munich
Gerald Häubl, University of Alberta, Canada

Read More


Willingness to Pay: A Contextualized Method of Valuation

Sharlene He, Concordia University, Canada
Eric T. Anderson, Northwestern University, USA
Derek Rucker, Northwestern University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.