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| Author: | Mehrabian, A. Wetter, R. de |
| Title: | Experimental test of an emotion-based approach to fitting brand names to products. |
| Journal: | Journal of Applied Psychology
1987 : FEB, VOL. 72:1, p. 125-130 |
| Index terms: | BRAND NAMES PRODUCTS TESTS |
| Language: | eng |
| Abstract: | The rationale for the proposed approach is that any product conveys a wide range of connotations to consumers. To increase product appeal, a name can be selected that conveys the desirable subset of those connotations. A three-dimensional system for measuring emotional states was used.Part 1 assessed the desired ideal emotional impact of a product, Part 2 examined the actual emotional impact of product plus name impact. Part 3 provided ratings of preference for various product-name combinations. |
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