Brands picked for narcissistic reasons

Nov 14, 2005

French researchers say we pick certain brand names for an entirely narcissistic reason: 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 that phenomenon to consumerism and defines "name letter branding," which shows a connection between a consumer's 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," said C. Miguel Brendl, an assistant professor of marketing and the director of the INSEAD Social Science Research Center in Paris.

Brendl and colleagues said they found name letter branding influences choices only under one of two conditions: Either consumers have a need to enhance their self-esteem because of a threatening situation or when consumers have to have a product relevant need, for example a need to drink when choosing a beverage.

The study is detailed in an upcoming issue of the Journal of Consumer Research.

Copyright 2005 by United Press International

Explore further: Deciding on a purchase: Does it matter if you look up or down while shopping?

add to favorites email to friend print save as pdf

Related Stories

Warming up the world of superconductors

Feb 25, 2015

A superconductor that works at room temperature was long thought impossible, but scientists at USC may have discovered a family of materials that could make it reality.

Evolving a bigger brain with human DNA

Feb 19, 2015

The size of the human brain expanded dramatically during the course of evolution, imparting us with unique capabilities to use abstract language and do complex math. But how did the human brain get larger ...

Recommended for you

New Hampshire bill requires cursive, multiplication tables

3 hours ago

As schools adopt new education standards and rely more on computers in the classroom, a group of New Hampshire senators want to make sure the basics of learning cursive and multiplication tables don't get left behind.

Eastern Oregon dig uncovers ancient stone tool

3 hours ago

Archaeologists have uncovered a stone tool at an ancient rock shelter in the high desert of eastern Oregon that could turn out to be older than any known site of human occupation in western North America.

Professor takes madness out of the month

7 hours ago

With the NCAA Men's and Women's Basketballl Tournaments tipping off soon, brackets and bubble-busters are reaching a fever pitch. Dr. Jay Coleman, the Richard deRaismes Kip Professor of Operations Management and Quantitative ...

Seven strategies to advance women in science

9 hours ago

Despite the progress made by women in science, engineering, and medicine, a glance at most university directories or pharmaceutical executive committees tells the more complex story. Women in science can ...

User comments : 0

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.