Research ArticleOpen AccessGoogle Scholar indexed
The Impact of Product Nickname on Consumer Product Evaluation
School of Management, Jinan University, Guangzhou, China
School of Management, Jinan University, Guangzhou, China
- 1 School of Management, Jinan University, Guangzhou, China
- 2 School of Management, Jinan University, Guangzhou, China
American Journal of Industrial and Business Management·Volume 10 (2020)·Pages 402–410·Published 4 February 2020·DOI10.4236/ajibm.2020.102026
Copy link · social · email
Abstract
Product nickname is used more frequently in brands’ marketing campaigns, replacing the formal product name. Based on this phenomenon, the article studies the mechanism of the effect of product nickname on consumer product evaluation. In this study, consumer psychological ownership is introduced as an intermediary variable to explain the different effects of product nickname and formal product name on consumer product evaluation respectively. Using experimental methods, two experiments are designed to prove the hypotheses. Experiments show that using product nicknames leads to more positive product evaluation by triggering higher levels of psychological ownership.
KeywordsProduct NicknameConsumer Psychological OwnershipProduct Evaluation
- Aggarwal, P., & McGill, A. L. (2007). Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products. Journal of Consumer Research, 34, 468-479. https://doi.org/10.1086/518544
- Avey, J. B., Avolio, B. J., Crossley, C. D., & Luthans, F. (2009). Psychological Ownership: Theoretical Extensions, Measurement, and Relation to Work Outcomes. Journal of Organizational Behavior, 30, 173-191. https://doi.org/10.1002/job.583
- Bell, R. A., & Healey, J. G. (1992). Idiomatic Communication and Interpersonal Solidarity in Friends’ Relational Cultures. Human Communication Research, 18, 307-335. https://doi.org/10.1111/j.1468-2958.1992.tb00555.x
- Bolin, A. (2005). The Effects of First Name Stereotypes on Ratings of Job Applicants: Is There a Difference between Bill and William. American Journal of Psychological Research, 1, 11-20.
- Brasel, S. A., & Gips, J. (2014). Tablets, Touchscreens, and Touchpads: How Varying Touch Interfaces Trigger Psychological Ownership and Endowment. Journal of Consumer Psychology, 24, 226-233. https://doi.org/10.1016/j.jcps.2013.10.003
- Bruess, C. J. S., & Pearson, J. C. (1993). “Sweet Pea” and “Pussy Cat”: An Examination of Idiom Use and Marital Satisfaction over the Life Cycle. Journal of Social and Personal Relationships, 10, 609-615. https://doi.org/10.1177/0265407593104009
- Du, W. X. (1997). Brief Discussion of the Cultural Constraints of Chinese Nicknames. Contemporary Rhetoric, 2, 15-17.
- Femke, V. H., & Rik, P. (2017). Out-of-Category Brand Imitation: Product Categorization Determines Copycat Evaluation. Journal of Consumer Research, 44, 816-832. https://doi.org/10.1093/jcr/ucx065
- Fuchs, C., Prandelli, E., & Schreier, M. (2010). The Psychological Effects of Empowerment Strategies on Consumers’ Product Demand. Journal of Marketing, 74, 65-79. https://doi.org/10.1509/jmkg.74.1.65
- Goffman, E. (1971). Relations in Public: Microstudies of the Public Order. New York: Basic.
- Hao, J. (2009). Interdisciplinary and Cross-cultural Research on Brand Name Under the Globalization Context. Foreign Economics & Management, 31, 51-58.
- Huang, Y. Y., & Chan, A. K. K. (2002). The Principle and Special Features in Chinese Branding. Nankai Business Review, 1, 68-71.
- Jung, J. M., Min, K. S., & Kellaris, J. J. (2011). The Games People Play: How the Entertainment Value of Online Ads Helps or Harms Persuasion. Psychology & Marketing, 28, 661-681. https://doi.org/10.1002/mar.20406