On the effects of product name on product evaluation: An individual difference perspective

Abstract

High and low self-monitoring individuals sampled and evaluated energy drinks that had either an image-oriented name or a name that simply described the product. High self-monitors evaluated the drinks more favorably when they had the image-oriented name than when they had the self-descriptive name. In contrast, low self-monitors preferred the drinks more when they had the self-descriptive name than when they had the image-oriented name.

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