The name similarity effect is the tendency to like people, places, and things with names similar to our own although many researchers have examined name similarity effects on preferences and. What cluster analysis means in terms of “marketing research” grouping similar customers and products is a fundamental marketing concept it is used, for example, in market segmentation as companies cannot connect with all their customers, they have to divide markets into groups of consumers, customers, or clients (called segments) with. Recent research has identified two factors that influence consumer percep- tions of a brand extension: brand affect and the similarity between the orig- inal and extension product categories. Research on the effect of similarity, such as first name similarity (burger et al 2004 garner 2005 gueguen 2003 ), and similarity of the first letter of a person’s name and a brand name (eg.
However, existing research has shown that incidental similarity can play a role in social situations and can increase liking, persuasion, and cooperative behavior between individuals (eg, burger et al. Research on incidental similarity shared between entities has shown that trivial points of comparison such as birth- dates, name letters, ﬁngerprints, and so forth (burger et al. Gb research conducted a survey of the business customers of xyz manufacturing to investigate this issue the survey resulted in 238 completed responses in the survey, data was collected on respondents’ level of trust in xyz manufacturing.
Marketing research article:this article discusses the different ways that a market segmentation can divide a market along a commonality, similarity, or kinship marketing research article:this article discusses the different ways that a market segmentation can divide a market along a commonality. The effect of consumer confusion proneness on word of mouth, trust, and customer satisfactiongianfranco walsh institute for management, uni scribd is the world's largest social reading and publishing site. Marketing in the 21st century receives significant research attention, it seems the cost benefits and administration of standardization strategies has simplified the international marketing approach as well as being an attractive choice for many firms. Has a smaller effect on the perceived similarity of these items if each item has other unique features in other words name adds yet another (positive) feature, the new feature is 38 journal of marketing research, february 1996 sitivity is consistent with prior research, though its. Abstract implicit egotism is the notion that major life decisions are influenced by name-similarity this paper revisits the evidence for the most systematic test of this hypothesis.
Marketing papers wharton faculty research 8-2011 spurious also name-similarity effects (implicit egotism) in employment decisions uri simonsohn university of pennsylvania instead 37,534 do, then the name-similarity-effect is a bewildering r a/e =37,534/596=644. The name similarity effect and brand preference research documents that people tend to like persons, places, and things that have names similar to their own (nuttin. A common feature of marketing research is the attempt to have respondents communicate their feelings, attitudes, opinions, and evaluations in some measurable form to this end, marketing researchers have developed a range of scales. Abstract we examine how perceived similarity between sequential risks affects individuals' risk-taking intentions specifically, in six studies we find that in sequential choice settings individuals exhibit significant positive state dependence in risk-taking preferences, such that they are more likely to take a risk when it is similar to a previously taken risk than when it is dissimilar.
Advances in consumer research volume 6, 1979 pages 161-165 allison & uhl revisited: the effects of taste and brand name on perceptions and preferences g a mauser, simon fraser university [an earlier version was presented to the 1977 meeting of the canadian association for administrative studies in fredericton, nb. Advances in consumer research volume 9, 1982 pages 472-477 influences of brand name and packaging on perceived quality benny rigaux-bricmont, universite laval abstract - using an experimental design on the belgian coffee market, the present research investigates the combined effects of brand names and brand packaging on the consumers' perceptions of quality. Abstract with the combination of social media and e-commerce, consumers usually gather all kind of available information for making their final purchase decisions online from th. This study introduces the concept of attractiveness similarity, empirically examines its main effect and whether it moderates the effect of endorser attractiveness on consumer responses to advertising the results show a positive main effect of attractiveness similarity over and above the mere. The article investigates the consequences of brand extension in the indian context, analyzing how the variables relating to the parent brand (quality, similarity of categories, familiarity and customer attitude) influence brand image after extension.
Wharton's marketing professors - the largest, most cited, and most published marketing faculty in the world - specialize in translating their state-of-the-art research into practical tools that managers can use to make better decisions. The correlation between last name and purchase intent was positive (r = 267, p name effect extended to a marketing promotion context that is, those late in the alphabet indicated that they were more likely to act on the promotion than were those early in the alphabet. Ann kronrod is an assistant professor in the department of marketing, entrepreneurship and innovation journal of marketing research 3 pp 433 katz, d, grinstein, a, the effect of phonetic similarity in brand name innovation - association of consumer research.
Similarity copycats are actually evaluated more positively than high- marketing research and the legislative literature on trade- ally that the effect of such accessible information on the evaluation of target (here, the copycat) can be assimilative or contrastive. B2b marketing is therefore about meeting the needs of other businesses, though ultimately the demand for the products made by these businesses is likely to be driven by consumers in their homes. In the present field experiment, the name letter effect and similarity principle are tested in a phonaton among alumni of utrecht university, the netherlands first name and surname initials, fields of education, and association memberships of alumni were matched to those of students soliciting contributions in the phonaton.