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

Share Proceeding

Featured papers

See More


K5. Advertising Organizational Culture as a Selling Tactic for For-Profit Organizations

Dejun Tony Kong, University of Houston, USA
Maria Ng, University of Houston, USA

Read More


The Effects of Subjective Knowledge and Naïve Theory on Consumers’ Inference of Missing Information

Lien-Ti Bei, National Chengchi Uniersity, Taiwan
Li Keng Cheng, National Chengchi Uniersity, Taiwan

Read More


Q6. Online Social Status Predicts Subjective Well-being: a Two Population Study

Rui Du, University of Hawaii, USA
Miao Hu, University of Hawaii, 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.