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What's in a Name? A Complimentary Means of Persuasion

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  • Howard, Daniel J
  • Gengler, Charles
  • Jain, Ambuj

Abstract

Three experiments demonstrate that remembering someone's name facilitates their compliance with a purchase request made by the rememberer. Experiment 1 shows that name remembrance increases request compliance, but name forgetting does not cause a decrease in compliance. Experiments 2 and 3 show that name remembrance is perceived as a compliment by the person remembered, which mediates compliance with the purchase request. Experimental manipulations of the likelihood of name remembrance (experiment 2) and need for self-enhancement (experiment 3) provide results consistent with a complimentary explanation for the findings. Copyright 1995 by the University of Chicago.

Suggested Citation

  • Howard, Daniel J & Gengler, Charles & Jain, Ambuj, 1995. "What's in a Name? A Complimentary Means of Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(2), pages 200-211, September.
    • Handle: RePEc:oup:jconrs:v:22:y:1995:i:2:p:200-211
    DOI: 10.1086/209445
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    Cited by:

    1. Sunil Wattal & Rahul Telang & Tridas Mukhopadhyay & Peter Boatwright, 2012. "What's in a “Name”? Impact of Use of Customer Information in E-Mail Advertisements," Information Systems Research, INFORMS, vol. 23(3-part-1), pages 679-697, September.
    2. Odekerken-Schroder, Gaby & De Wulf, Kristof & Schumacher, Patrick, 2003. "Strengthening outcomes of retailer-consumer relationships: The dual impact of relationship marketing tactics and consumer personality," Journal of Business Research, Elsevier, vol. 56(3), pages 177-190, March.
    3. Amin Sayedi & Jeffrey D. Shulman, 2017. "Strategic compliments in sales," Quantitative Marketing and Economics (QME), Springer, vol. 15(1), pages 57-84, March.

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