Effects of Alphanumeric Brand Names: a Selective Anchoring Perspective

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.



Citation:

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.

Authors

Dengfeng Yan, Hong Kong University of Science and Technology, China
Rod Duclos, HKUST, China



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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