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

Publikation: Bidrag til bog/antologi/rapportKonferenceabstrakt i proceedingsForskningpeer review

Abstrakt

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.
OriginalsprogEngelsk
TitelSCP Winter Conference : Proceedings
RedaktørerMark Forehand, Americus Reed
Antal sider3
Udgivelsesstedwww
ForlagSociety for Consumer Psychology
Publikationsdatomar. 2014
StatusUdgivet - mar. 2014
BegivenhedSCP Winter Conference 2014 - Miami, USA
Varighed: 6 mar. 20148 mar. 2014
http://www.myscp.org/pdf/conference%20documents/SCP2014_Proceedings_04282014.pdf

Konference

KonferenceSCP Winter Conference 2014
LandUSA
ByMiami
Periode06/03/201408/03/2014
Internetadresse

Citationsformater