New research from the forthcoming issue of the Journal of Consumer Research reveals that we pick certain brand names for an entirely narcissistic reason – because they contain letters of the alphabet that are in our own name. The theory is an extension of the name letter effect, which has demonstrated that people indeed like the letters in their name more so than others letters. The current research extends this phenomenon to consumerism and defines name letter branding, which shows a connection between a consumers name and the brands one chooses.
"In our experiments, respondents were more likely to choose a brand, when its name included name letters than when it did not," write C. Miguel Brendl (INSEAD Social Science Research Center, Austria).
The authors argue that the effect of name letter branding exhibits itself most readily under particular circumstances. In these cases, consumers might be responding to self-esteem issues or to a more tangible immediate need for a product. The issue of self-esteem is of particular interest to the researchers, who hypothesize that phenomenons similar to name letter branding might also be in play.
Suzanne Wu | EurekAlert!
New population data provide insight on aging, migration
31.08.2016 | International Institute for Applied Systems Analysis (IIASA)
PRB projects world population rising 33 percent by 2050 to nearly 10 billion
25.08.2016 | Population Reference Bureau
Researchers from the Institute for Quantum Computing (IQC) at the University of Waterloo led the development of a new extensible wiring technique capable of controlling superconducting quantum bits, representing a significant step towards to the realization of a scalable quantum computer.
"The quantum socket is a wiring method that uses three-dimensional wires based on spring-loaded pins to address individual qubits," said Jeremy Béjanin, a PhD...
In a paper in Scientific Reports, a research team at Worcester Polytechnic Institute describes a novel light-activated phenomenon that could become the basis for applications as diverse as microscopic robotic grippers and more efficient solar cells.
A research team at Worcester Polytechnic Institute (WPI) has developed a revolutionary, light-activated semiconductor nanocomposite material that can be used...
By forcefully embedding two silicon atoms in a diamond matrix, Sandia researchers have demonstrated for the first time on a single chip all the components needed to create a quantum bridge to link quantum computers together.
"People have already built small quantum computers," says Sandia researcher Ryan Camacho. "Maybe the first useful one won't be a single giant quantum computer...
COMPAMED has become the leading international marketplace for suppliers of medical manufacturing. The trade fair, which takes place every November and is co-located to MEDICA in Dusseldorf, has been steadily growing over the past years and shows that medical technology remains a rapidly growing market.
In 2016, the joint pavilion by the IVAM Microtechnology Network, the Product Market “High-tech for Medical Devices”, will be located in Hall 8a again and will...
'Ferroelectric' materials can switch between different states of electrical polarization in response to an external electric field. This flexibility means they show promise for many applications, for example in electronic devices and computer memory. Current ferroelectric materials are highly valued for their thermal and chemical stability and rapid electro-mechanical responses, but creating a material that is scalable down to the tiny sizes needed for technologies like silicon-based semiconductors (Si-based CMOS) has proven challenging.
Now, Hiroshi Funakubo and co-workers at the Tokyo Institute of Technology, in collaboration with researchers across Japan, have conducted experiments to...
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14.10.2016 | Event News
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