The Name Game: How Naming Promotes Effects Beneficial to Marketers

This research finds that when consumers are induced to name an ordinary object, their naming of it increases liking, purchase intentions, and valuation. The marketing benefits occurred for both online photographs and an actual product. Perceptions of ownership of the object were found to mediate changes in attitudes toward it.


Jennifer Stoner, Barbara Loken, and Ashley Stadler Blank (2017) ,"The Name Game: How Naming Promotes Effects Beneficial to Marketers", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 900-900.


Jennifer Stoner, University of North Dakota, USA
Barbara Loken, University of Minnesota, USA
Ashley Stadler Blank, University of St. Thomas, USA


NA - Advances in Consumer Research Volume 45 | 2017

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