Implicit distancing in Auction: When name letter branding backfires

Consumers subconsciously prefer brand names that resemble their own names - an effect called name letter branding. We extend it and propose that a reversal of name letter branding, wherein consumers will subconsciously avoid self-resembling seller names, is possible when the buyer anticipates self-concept damage from an association with the seller. We find evidence of such behavior, which we call implicit distancing, in three studies. We show name letter branding and implicit distancing in actual transactions and determine underlying causal mechanisms in two experiments. Our findings suggest that self-concept motives determine the prevalence of name letter branding or implicit distancing.This benefited from a PSC-CUNY grant awarded to the second author

The Behavioral Dimensions of Trading: Proximal and Distal Influences on Performance

Decision-making theory suggests that stock-market trading decisions are in part based on the traders' personal psychology. However, some cognitive traits of traders have been overlooked, perhaps because they appear too distal to the actual trading decision process. We investigated these traits in a simulated trading setting. In particular, we sought to identify biases that result from personality traits. To accomplish this goal we created a simulated market in which participants, endowed with cash and stock, traded with each other and were motivated to act in their self-interests by a large cash prize for the top trader. Despite the incentive we uncover personality traits that shape traders' strategies, but at times undermine their behavior and performance