Brand Names, Numbers and Forgiveness: the Leet Effect
This article explores branding with numbers and its impact on the decision to forgive. The authors propose that on brand transgression, a leet (i.e., numbers in a name) (vs. alpha) brand name increases forgiveness. This research identifies construal level and emotional arousal as psychological process through lab and biometric studies.
Shelly Rathee, Tamara Masters, and Fang Yu Buck (2018) ,"Brand Names, Numbers and Forgiveness: the Leet Effect", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 19-19.
Shelly Rathee, University of Utah, USA
Tamara Masters, Brigham Young University, USA
Fang Yu Buck, University of Utah, USA
AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018
Making Sense of Spontaneity: In-The-Moment Decisions Promote More Meaningful Experiences
Jacqueline R. Rifkin, Duke University, USA
Keisha Cutright, Duke University, USA
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Nicole Mead, University of Melbourne, Australia
Jonathan Levav, Stanford University, USA
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Shivaun Anderberg, University of Sydney, Australia
Ellen Garbarino, University of Sydney, Australia