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Whereas brand name research has focused on the semantic meaning or sounds of names, processing fluency lends further support to the idea that meaning goes beyond semantics. Extant research has shown that phonological fluency, i.e., the ease or difficulty with which people pronounce names, can affect their judgments of people and objects. We extend this research by investigating the effect of phonological fluency on recognition and recall of novel non-word brand names in three laboratory experiments. The results provide us with a more fine-grained idea of fluency effects on memory of non-word brand names.

Publication information

Original languageEnglish
Publication date2015
Number of pages7
StatePublished - 2015
Event - Bayreuth, Germany

Workshop

WorkshopFrench-Austrian-German Workshop on Consumer Behaviour
LocationUniversität Bayreuth
CountryGermany
CityBayreuth
Period26/11/201527/11/2015
Internet address

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