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Une étude exploratoire de l'effet de préférence pour les lettres du nom : SEBastien préfère-t-il SEB ?

  • Mérigot, Philippe
  • Delacroix, Eva
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    Le Name Letter Effect (NLE) désigne la préférence d’un individu pour les lettres de son nom, notamment ses initiales. Il s’inscrit dans la théorie de l’égotisme implicite, selon laquelle les préférences pour des objets faisant référence à soi est susceptible d’influencer les attitudes et les choix. Cette recherche, de nature exploratoire, propose d’abord un état de l’art sur le NLE et ses conséquences sur les préférences pour des marques partageant des lettres avec le nom. Trois études permettent de 1) répliquer l’effet de préférence pour les lettres du nom, 2) montrer que la préférence pour les lettres du nom peut influencer la préférence pour une marque similaire au nom 3) montrer que cette préférence ne s’observe que lorsque la marque est fortement similaire au prénom et lorsque l’évaluation se fait de manière spontanée

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    Paper provided by Paris Dauphine University in its series Economics Papers from University Paris Dauphine with number 123456789/2733.

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    Date of creation: May 2008
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    Handle: RePEc:dau:papers:123456789/2733
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    1. Sirgy, M Joseph, 1982. " Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, University of Chicago Press, vol. 9(3), pages 287-300, December.
    2. Mitchell, Andrew A, 1986. " The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude toward the Advertisement," Journal of Consumer Research, University of Chicago Press, vol. 13(1), pages 12-24, June.
    3. C. Miguel Brendl & Amitava Chattopadhyay & Brett W. Pelham & Mauricio Carvallo, 2005. "Name Letter Branding: Valence Transfers When Product Specific Needs Are Active," Journal of Consumer Research, University of Chicago Press, vol. 32(3), pages 405-415, December.
    4. Malhotra, Naresh K., 1988. "Self concept and product choice: An integrated perspective," Journal of Economic Psychology, Elsevier, vol. 9(1), pages 1-28, March.
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