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



Share Proceeding

Featured papers

See More

Featured

Making Sense of Spontaneity: In-The-Moment Decisions Promote More Meaningful Experiences

Jacqueline R. Rifkin, Duke University, USA
Keisha Cutright, Duke University, USA

Read More

Featured

Changes in Environment Restore Self-Control

Nicole Mead, University of Melbourne, Australia
Jonathan Levav, Stanford University, USA

Read More

Featured

A1. Trusting and Acting on Chance Online

Shivaun Anderberg, University of Sydney, Australia
Ellen Garbarino, University of Sydney, Australia

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.