When discussing the self-esteem analysis element linked to an individual’s propensity to favor the letters of their last name, or even their first name, in their choices, we are referring to a phenomenon studied since Jozef Nuttin’s initial research in 1985. These studies confirmed the relevance of this concept, even beyond the Latin alphabet. It is often suggested that this preference stems from a quest for coherence and inner peace, particularly in situations of discomfort or perceived danger. Although this inclination is rarely conscious, it exerts a significant influence on individuals’ attitudes and actions.

According to Eva Delacroix and Philippe Merigot, the impact of NLE (Name-Letters-Emotion) can be difficult to leverage in the consumer goods sector, where adapting a brand to consumers’ names is complex. Nevertheless, NLE could be advantageously used in a relational approach. A company with databases could, for example, offer limited or personalized editions based on the letters in its customers’ names. However, it is primarily in interpersonal interactions that the value of NLE could prove most significant.