Name-letter branding under scrutiny: real products, new algorithms, and the probability of buying

Research output: Journal article (peer-reviewed)Journal article

3 Citations (Scopus)


People like letters matching their own first and last name initials more than nonname letters. This name-letter effect has also been found for brands, i.e., people like brands resembling their own name letters (initial or first three). This has been termed name-letter branding effect. In the present study of 199 participants, ages 12 to 79 years, this name-letter branding effect was found for a modified design (1) using real products, (2) concentrating on product names rather than brand names, (3) using five different products for each letter of the Roman alphabet, (4) asking for the buying probability, and (5) using recently introduced algorithms, controlling for individual response tendencies (i.e., liking all letters more or less) and general normative popularity of particular letters (i.e., some letters are generally preferred more than other letters).

Original languageEnglish
Pages (from-to)1089-1097
Number of pages9
JournalPerceptual and Motor Skills
Issue number3 Pt 2
Publication statusPublished - Jun 2010
Externally publishedYes


  • Adolescent
  • Adult
  • Aged
  • Algorithms
  • Association Learning
  • Child
  • Choice Behavior
  • Consumer Behavior
  • Female
  • Humans
  • Male
  • Middle Aged
  • Names
  • Pattern Recognition, Visual
  • Probability
  • Semantics
  • Social Marketing
  • Young Adult

ASJC Scopus subject areas

  • Experimental and Cognitive Psychology
  • Sensory Systems


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