Is Higher Better? On Exposure to Symbolic Trends and Alphanumeric Brand Naming.

The first part of this talk focuses on exposure to slanted lines. We provide evidence for a general preference for objects visuals that symbolize an ascending trend. Specifically, two studies indicate that people prefer ascending trends in geometric figures and artworks. Two additional studies show that exposure to objects that symbolize an upward trend makes people more optimistic about the future. A final set of studies demonstrates that visually ascending trends suggestions of upward trends may positively impact purchases but may negatively affect sustainable consumption.

If time permits, the second part of the talk deals with reactions to alphanumeric brand names. While it is generally assumed that consumers interpret numbers according to a “larger-is-better” logic, we find that a “smaller-is-better” logic also exists. Four studies show that reactions to alphanumeric brands comprising larger/smaller numbers depend on the magnitude interpretation frame that is contextually activated. Attributes that refer to undesirable quantities (e.g., price, CO²-emission), announcements of a price promotion (rather than a package premium), and slogans that evoke a spirit of competition, all cue a “smaller-is-better” magnitude interpretation frame. This frame affects consumers’ evaluations and preferences of alphanumeric brands such that their reactions are more favourable if brand names feature smaller rather than larger numbers.