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Fluency Effects on Brand Name Recognition and Preference: The Role of Product Context

Publication: Research - peer-reviewConference abstract in proceedings

Existing research has not provided a clear understanding of processing fluency effects on memory. In a laboratory experiment with novel non-words, we found a recognition advantage of fluent non-words over moderately fluent and disfluent non-words. This advantage diminished when non-words were presented as novel brand names in different product contexts. We further tested a preference reversal in favor of disfluency and found that disfluent brand names (non-words) were equally disliked across different products contexts. A preference reversal could be observed when fluent names were preferred in an everyday product context and moderately fluent ones were favored in an exclusive product context.

Publication information

Original languageEnglish
Title of host publicationSCP Winter Conference : Proceedings
EditorsMark Forehand, Americus Reed
Number of pages3
Place of Publicationwww
PublisherSociety for Consumer Psychology
Publication dateMar 2014
StatePublished - Mar 2014
Event - Miami, United States

Conference

ConferenceSCP Winter Conference 2014
LandUnited States
ByMiami
Periode06/03/201408/03/2014
Internetadresse

ID: 41116740