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...

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...

Most purchases involve choices among options with incomplete attribute information. In such situations, consumers often have the option not to choose any of the alternatives to avoid uncertainty. Alternatively, consumers can make inferences about the missing attributes. These inferences may...

Choice options almost always have some information that is unavailable. Some researchers have argued that consumers do not form inferences in these situations, while others have shown that consumers rely on existing attributes to infer missing ones. This paper focuses on what happens to choices...