The Impact of Product Nickname on Consumer Product Evaluation

Abstract

Product nickname is used more frequently in brands' marketing campaigns, replacing the formal product name. Based on this phenomenon, the article studies the mechanism of the effect of product nickname on consumer product evaluation. In this study, consumer psychological ownership is introduced as an intermediary variable to explain the different effects of product nickname and formal product name on consumer product evaluation respectively. Using experimental methods, two experiments are designed to prove the hypotheses. Experiments show that using product nicknames leads to more positive product evaluation by triggering higher levels of psychological ownership .