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.



Citation:

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.

Authors

Shelly Rathee, University of Utah, USA
Tamara Masters, Brigham Young University, USA
Fang Yu Buck, University of Utah, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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