How and When Alphanumeric Brand Names Affect Consumer Preferences
作者： Kunter Gunasti , William T. Ross
关键词: Choice set 、 Advertising 、 Product (category theory) 、 Taxonomy (general) 、 Need for cognition 、 Empirical research 、 Affect (psychology) 、 Alphanumeric 、 Preference 、 Psychology
摘要: … ’ perceptions, no research has investigated the effects of ABs on consumers’ choices. … ABs affects consumer preferences. Our taxonomy suggests that when consumers prefer higher …
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