Contributors

A brand's name is often the first interaction a brand or firm has with a consumer, and it has more power than most individuals or companies realize. Our research finds that linguistically feminine brand names enhance attitudes and choice and are correlated with better brand performance, as they activate associations with "warmth," based on the stereotype content model.

Decision making is all too often an aversive experience. In fact, work in cognitive neuroscience shows that decision making is often interpreted in similar ways as actual pain.