Date of Award
Union College Only
Bachelor of Science
energy drinks, consumerism, image, self-monitor, chocolate
The following study examines consumer behavior by looking at the effects self-monitoring variables when exposed to product names. We asked high and low self-monitoring individuals to sample and evaluate two energy drinks, one of which had an image-oriented name, Fast Track, and one of which had a name that described the function and use of the product, Energy Drink Enhancer. As expected high self-monitors evaluated the drink more favorably when it had the image-oriented name, but low self-monitors evaluated the drink more positively when it had the self-descriptive name. Next, we asked participants to sample and evaluate two chocolate products, one of which had a foreign-sounding name, Rêver, and one of which and a non-foreign sounding name, Croyden's Chocolate. It was hypothesized that high self-monitors would evaluate the foreign sounding chocolate significantly more favorably than low self-monitors. Though results did now show significance with the chocolate products, gathered research helps to clarify that all individuals prefer fancier sounding names, regardless of one's self-monitoring level. Results from both the energy drinks and chocolates provide helpful information for future studies in the field of Social Psychology.
Smidt, Katharine, "Taste preferences amongst high and low self-monitors : effects of descriptive and foreign sounding product names" (2010). Honors Theses. 1227.