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ISSN : 1229-8778
Alpha-numeric brands are defined as brand names including a mix of letters and numbers (e.g.,Vita 500). Previous research has shown that consumers' evaluation of an alpha-numeric brand is affected by the number included in the brand name. The evaluation is more favorable for the alpha-numeric brands with higher (vs. lower) numbers. The current research proposes that consumer evaluation of alpha-numeric brands is also affected by perceived magnitude of numbers (in addition to absolute magnitude). The left-digit effect in numerical cognition suggests that although the absolute difference between two numbers is the same, the gap is perceived to be greater when the difference in the left-most digit numbers is larger. The current research tests whether the left digit effect occurs for evaluations of alpha-numeric brands. The results of two studies strongly support the left digit effect for alpha-numeric brands. An alpha-numeric brand with a higher number is preferred to a brand with a lower number when the left-most digit was not the same, whereas the difference in evaluation was not significant when the left-most digit was the same. In addition, the left-digit effect was attenuated when detailed information about the options is presented. However, the moderating effect of consumer knowledge was not significant.
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