Brand Suicide? Memory and Liking of Negative Brand Names
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{"title"=>"Brand suicide? Memory and liking of negative brand names", "type"=>"journal", "authors"=>[{"first_name"=>"Duncan", "last_name"=>"Guest", "scopus_author_id"=>"36438445000"}, {"first_name"=>"Zachary", "last_name"=>"Estes", "scopus_author_id"=>"6701876126"}, {"first_name"=>"Michael", "last_name"=>"Gibbert", "scopus_author_id"=>"6507243038"}, {"first_name"=>"David", "last_name"=>"Mazursky", "scopus_author_id"=>"6701777565"}], "year"=>2016, "source"=>"PLoS ONE", "identifiers"=>{"issn"=>"19326203", "pui"=>"611091464", "scopus"=>"2-s2.0-84977515932", "doi"=>"10.1371/journal.pone.0151628", "sgr"=>"84977515932"}, "id"=>"ea3a32a9-6281-3f0c-9b61-6f4e169e6818", "abstract"=>"© 2016 Guest et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.Negative brand names are surprisingly common in the marketplace (e.g., Poison perfume; Hell pizza, and Monster energy drink), yet their effects on consumer behavior are currently unknown. Three studies investigated the effects of negative brand name valence on brand name memory and liking of a branded product. Study 1 demonstrates that relative to nonnegative brand names, negative brand names and their associated logos are better recognised. Studies 2 and 3 demonstrate that negative valence of a brand name tends to have a detrimental influence on product evaluation with evaluations worsening as negative valence increases. However, evaluation is also dependent on brand name arousal, with high arousal brand names resulting in more positive evaluations, such that moderately negative brand names are equally as attractive as some non-negative brand names. Study 3 shows evidence for affective habituation, whereby the effects of negative valence reduce with repeated exposures to some classes of negative brand name.", "link"=>"http://www.mendeley.com/research/brand-suicide-memory-liking-negative-brand-names", "reader_count"=>9, "reader_count_by_academic_status"=>{"Researcher"=>1, "Student > Ph. D. Student"=>2, "Student > Master"=>3, "Student > Bachelor"=>1, "Lecturer > Senior Lecturer"=>1, "Professor"=>1}, "reader_count_by_user_role"=>{"Researcher"=>1, "Student > Ph. D. Student"=>2, "Student > Master"=>3, "Student > Bachelor"=>1, "Lecturer > Senior Lecturer"=>1, "Professor"=>1}, "reader_count_by_subject_area"=>{"Neuroscience"=>1, "Design"=>1, "Business, Management and Accounting"=>2, "Psychology"=>4, "Social Sciences"=>1}, "reader_count_by_subdiscipline"=>{"Design"=>{"Design"=>1}, "Neuroscience"=>{"Neuroscience"=>1}, "Social Sciences"=>{"Social Sciences"=>1}, "Psychology"=>{"Psychology"=>4}, "Business, Management and Accounting"=>{"Business, Management and Accounting"=>2}}, "reader_count_by_country"=>{"Japan"=>1}, "group_count"=>0}

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Relative Metric

{"start_date"=>"2016-01-01T00:00:00Z", "end_date"=>"2016-12-31T00:00:00Z", "subject_areas"=>[]}
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