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dc.contributor.authorKachersky, Luke
dc.contributor.authorSankar, Sen
dc.contributor.authorKim, Hyeong-Min
dc.date.accessioned2009-10-09T17:26:51Z
dc.date.available2009-10-09T17:26:51Z
dc.date.issued2009-10
dc.identifier.urihttp://jhir.library.jhu.edu/handle/1774.2/33516
dc.description.abstractConsumers 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_US
dc.description.sponsorshipThis benefited from a PSC-CUNY grant awarded to the second author.en_US
dc.language.isoen_USen_US
dc.publisherCarey Business School, Johns Hopkins Universityen_US
dc.relation.ispartofseriesThe Johns Hopkins Carey Business School Working Paper Series;09-10-001;
dc.subjectDistancingen_US
dc.subjectAuctionen_US
dc.subjectM39; Marketing and Advertising: Otheren_US
dc.subjectImplicit egotismen_US
dc.titleImplicit distancing in Auction: When name letter branding backfiresen_US
dc.typeWorking Paperen_US


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