Name-Letters and Birthday-Numbers: Implicit Egotism Effects in Pricing

  title={Name-Letters and Birthday-Numbers: Implicit Egotism Effects in Pricing},
  author={Keith S. Coulter and Dhruv Grewal},
  journal={Journal of Marketing},
  pages={102 - 120}
This research examines how the implicit egotism resulting from consumers’ positive self-associations affects their evaluations of product prices. The effects can occur when the product's price and the consumer share either name-letters (name-letter/price effect) or birthday-numbers (birthday-number/price effect). Through a series of studies, the authors demonstrate that the positive affect linked to name-letters and birthday-numbers transfers directly to consumers’ price predilections and… 

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