The Name Game: How Naming Products Increases Psychological Ownership and Subsequent Consumer Evaluations
通过三项实验发现，消费者为产品命名会提升其评价（如态度、购买意愿），这种效应由命名契合度、创造性和心理所有权驱动，且在不同产品和人群中稳定存在。
Naming products is quite prevalent in American culture; however, we are not aware of any consumer research that explores the effects of this phenomenon. Across three studies, we demonstrate that when consumers name products, their evaluations of those products increase (e.g., attitudes, purchase intentions, and willingness to accept). We find that name fit and creativity as well as subsequent psychological ownership drive this effect. We also demonstrate that the naming effect is quite robust—replicating across multiple products, presentation formats, and populations as well as persisting over time. These results contribute to consumer research by opening up a new substantive line of inquiry into the effects of naming products.