From The Philadelphia (Pa.) Inquirer of Nov. 29, 2005:
Scott likes this brand
By Stacey Burling
Inquirer Staff Writer
It turns out that most people really like their names, so much so that they prefer the letters in their names to other letters. Men are particularly partial to their last initial, women to their first.
There is evidence that this preference affects the career we choose, where we live, even whom we marry, said C. Miguel Brendl, director of the INSEAD Social Science Research Center in Fountainebleau, France.
His new study, published in the December issue of the Journal of Consumer Research, found that it is possible to boost the "name letter effect" when consumers are deciding on a brand. People were more likely to pick a product whose name shared letters with their own when their egos were threatened or when their need was high, such as when they were hungry and had to choose a candy bar.
Obviously, [critic David Burd, owner of The Naming Company in Stroudsburg] said, there is a lot more to naming than picking the letters. "If I found out that a lot of people have H in their name, and I call my product Hitler, would it sell well?" he asked.
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