Using Letters to Identify Products or Brands
Abstract:
Letters are often used as product labels in order to overcome respondent biases toward particular brands or manufacturers. However, this introduces the possibility of another source of bias, since some letters of the alphabet may be perceived more favorably than others. The results of a study conducted by Synovate to investigate attitudes toward letters are presented. Methods of reducing possible letter bias are also discussed. It is recommended that more than one set of letter codes be used whenever possible in order to accomplish this objective.
