We show that linguistic numeral structures affect consumers' comparative evaluations of numbers, prices, and alphanumeric brand names. For example, 80 (eighty) in English is perceived as 4x20 (quatre-vingts or four twenties) in French and as 8x10 (ba-shi or eight tens) in Chinese. Thus, the...

We show that consumers' intra-brand choices (e.g., Mercedes C330 vs. C340) can be affected by exposure to a competitor alphanumeric brand name that forms an incidental trend with the numbers in the focal brand names (e.g., BMW350i). We propose and test two mechanisms. First, when no attribute...

This research shows that round numbers (e.g., 10, 50, 100) are strongly associated with completeness perceptions and consumers view them as thresholds for reaching certain completeness levels. In nine empirical studies, we demonstrate that round numbers in brand names, i.e., Round Alphanumeric...

Gift cards account for a $200 billion market in the US, yet little is known about consumers' preferences and valuations of different gift cards. We examine how average US consumers feel about exchanging luxury brand gift cards (LGCs) versus non-luxury brand gift cards (NLGCs). Using secondary...

This paper, in five experiments, delineates the effects of alpha and numeric components of alphanumeric brand names (ANBs), by demonstrating the effects of disparities in processing between letter and number sequences on consumers' brand evaluations. Findings show (i) ascending letters in ANBs...