Implicit distancing in Auction: When name letter branding backfires

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dc.contributor.author Kachersky, Luke
dc.contributor.author Sankar, Sen
dc.contributor.author Kim, Hyeong-Min
dc.date.accessioned 2009-10-09T17:26:51Z
dc.date.available 2009-10-09T17:26:51Z
dc.date.issued 2009-10
dc.identifier.uri http://jhir.library.jhu.edu/handle/1774.2/33516
dc.description.abstract Consumers subconsciously prefer brand names that resemble their own names - an effect called name letter branding. We extend it and propose that a reversal of name letter branding, wherein consumers will subconsciously avoid self-resembling seller names, is possible when the buyer anticipates self-concept damage from an association with the seller. We find evidence of such behavior, which we call implicit distancing, in three studies. We show name letter branding and implicit distancing in actual transactions and determine underlying causal mechanisms in two experiments. Our findings suggest that self-concept motives determine the prevalence of name letter branding or implicit distancing. en
dc.description.provenance Submitted by Rashawna Sydnor (rsydnor@jhu.edu) on 2009-10-09T17:26:51Z No. of bitstreams: 1 Implicit Distancing - KIM.pdf: 384301 bytes, checksum: d96b20e36bc8e5be63cc3d307cf4b124 (MD5) en
dc.description.provenance Made available in DSpace on 2009-10-09T17:26:51Z (GMT). No. of bitstreams: 1 Implicit Distancing - KIM.pdf: 384301 bytes, checksum: d96b20e36bc8e5be63cc3d307cf4b124 (MD5) Previous issue date: 2009 en
dc.description.sponsorship This benefited from a PSC-CUNY grant awarded to the second author. en
dc.language.iso en_US en
dc.publisher Carey Business School, Johns Hopkins University en
dc.relation.ispartofseries The Johns Hopkins Carey Business School Working Paper Series;09-10-001;
dc.subject Distancing en
dc.subject Auction en
dc.subject M39; Marketing and Advertising: Other en
dc.subject Implicit egotism en
dc.title Implicit distancing in Auction: When name letter branding backfires en
dc.type Working Paper en

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