Image of If Arden Arcade Becomes a City, Name Change Could Be First Priority
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If Arden Arcade Becomes a City, Name Change Could Be First Priority

Assistant Professor Olivier Rubel says naming a new city is not unlike a new product or service. Consumers’ perceptions, he said, are based on three factors – functionality, cost and psychological value. “You go to a party and you say you live in Arden Arcade; it’s not the same as saying you live in San Francisco,” Rubel said. “It immediately puts you on a social scale, especially when the notion of suburbia can be negative.”