How personal pronouns influence brand name preference

Abstract

I and my brand names, as in iPhone and MySpace, are popular but poorly understood. Although there is an intuitive appeal to using pronouns to reference the consumer, little is known about why the naming tactic works and, in turn, the conditions under which each pronoun should be used. We propose a framework for consumer processing of such brand names, predicting that both I and my influence consumer preference under divergent conditions and psychological mechanisms. In referencing the self as an actor, I should induce narrative self-referencing, wherein one imagines oneself actively using the product. By contrast, my references the self as an owner, so we expect it to give rise to the more inert feeling of subjective ownership. These hypotheses were tested in an online experiment using a representative sample of US consumers. Findings indicate that I produces favorable consumer response via narrative self-referencing, but only when the root word of the brand is a verb (for example, iRead). Meanwhile, my produces favorable consumer response via feelings of subjective ownership, but only when the brand root word is a noun (for example, myReader). Mediation analyses support the proposed divergent psychological processes. Practical implications for branding are discussed, as are theoretical implications.

Appendix

STIMULI – STUDY 1

This product concept was employed for each of the four conditions:

• 1 iRead

• 2 iReader

• 3 myRead

• 4 myReader

iRead

The iRead is a lightweight e-book reader with a full color e-ink display that allows users to easily carry and enjoy their media library. The iRead can store up to 3500 reading materials including magazines, books, newspapers PDFs and blogs. It is complete with built-in wireless capabilities, a large, clear display and touch-screen capabilities to maximize your enjoyment. The iRead includes a voice system, which reads all material aloud - perfect for long trips. Using the iRead is simple and fun!

STIMULI – STUDY 2

This product concept had 3 versions:

• 1 iGame

• 2 myGame

• 3 theGame

iGame

iGame is a revolutionary cross-platform tablet that allows users to play all of their favorite games in one device. iGame features 4G and Wi-Fi connectivity to seamlessly integrate your favorite electronic board games, popular apps and console video games in one sleek device. iGame is built with an organic LED touch screen to provide an extremely realistic gaming experience. iGame is an engaging travel companion. iGame will bring you immersive experiences wherever you go. iGame makes interactive entertainment simple and fun!

This product concept had 3 versions:

• 1 iRun

• 2 myRun

• 3 theRun

iRun

iRun is a lightweight running sneaker with a nano-rubber outsole for steady and swift acceleration. iRun features a lightly padded mesh upper and secure lacing system. iRun is built to speed up your running or walking while providing a safer footstrike than stiffer sneakers. With a supportive honeycomb insole and fine thread construction, iRun is a trustworthy travel companion. iRun will keep you fleet-footed through urban landscapes, across flat plains or hiking up mountains. iRun makes fitness simple and fun!

MEASURES

Subjective ownership*

I feel I have a right to possess iRead.

iRead feels like it should belong to me.

While reading about the product concept, I felt a sense of ownership over the iRead.

Narrative self-referencing**

While reading about the iRead I could easily picture it in use.

I could picture myself using the iRead.

I was mentally involved when reading about the iRead.

While reading the product concept, I had an image of myself reading with the iRead.

* Reb and Connolly (2007); (Cronbach's α=0.80, M=4.28)

** Burnkrant and Unnava (1995); (Cronbach's α=0.88, M=4.36)