Can Advertisers Benefit from the Name-Letter- and Birthday-Number Effect?
Definitions: Envision, your first name is Anne and you intend to order Pizza. There are two restaurants to do this service: Alfredo and Luigi. Would your choice be affected by the congruence of the initial letter of your first name and Alfredo? If you respond favorably to this commonality, your behavior is affected by the name-letter effect (Nuttin, 1985; Coulter and Grewal, 2014).
KeywordsTest Stimulus Match Condition Test Person Initial Letter Test Participant
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