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BIRC Seminar Series

Professor Selcan Kara
Department of Management & Marketing
Charlton College of Business
University of Massachusetts Dartmouth

Abstract: In six studies across three languages, this research investigates the potential roles of the two numeral system characteristics (base, and non-transparency) on consumers’ alphanumeric brand name (ANB) (e.g., Audi A4) evaluations. For example, Chinese has a very systematized, “transparent” numeral system; once you know the numbers 1 through 10 you can process any number (e.g., 82 is eight-ten-two). Other languages, such as English, require the knowledge of a new word for each decade (e.g., 82 is “eighty”-two) whereas French has a partial-vigesimal (20) system (e.g., 82 is four-twenty-two). Such variations in numeral structures across languages can make the numeral system more or less “numerous”, which is “the number of units into which a stimulus is divided” (Pelham, Sumarta, and Myakovsky 1994, p. 103). Results of multiple international studies indicate that the aforementioned linguistic properties in numeral parts of ANBs create different perceptions of numerosity in quantitative comparison which results in differences in comparative evaluations of ANBs.

Dr. Selcan Kara has joined to Charlton College of Business as an Assistant Professor of Marketing in Fall 2016. She received her Ph.D. from the University of Connecticut. Dr. Kara’s research broadly explores consumer behavior towards branding on two aspects, cognitive and relational. Specifically, regarding the first research stream, she focuses on the effect of linguistic numeral systems and cognitive mechanisms on consumers’ evaluations of alphanumeric brand names, and the resulting effects on consumers’ product evaluations. Her second research stream includes interpersonal relationships and brand relationships, and suggestive brand names and self-concept.

For further information about BIRC and its activities, please click the following link: http://www.umassd.edu/birc/

Contact: Professor Tim Shea (tshea@umassd.edu) X8445 or Ms. Juma Miller (j1miller@umassd.edu) X8862.


December 1, 2016
12:00 pm - 1:00 pm
Event Category:


Professor Tim Shea


Charlton College of Business of UMass Dartmouth
285 Old Westport Road
Dartmouth, MA 02747-2300 United States
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(508) 999-8000