A new consumer research study suggests that people are more likely to pick a particular brand when the name contains letters found in the shopper's own name. According to the study, conducted by researchers at the INSEAD Social Science Research Center in Austria, the phenomenon is known as "name letter branding." From a press release:
"We found that name letter branding influences choices only under one of two conditions," write the authors. "Either consumers have a need to enhance their self-esteem because of a threatening situation. For instance, a sophisticated restaurant could pose such a threat. Or consumers have to have a product relevant need (e.g., need to drink when choosing a beverage)."
