Abstract
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.
Originalsprog | Engelsk |
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Titel | SCP Winter Conference : Proceedings |
Redaktører | Mark Forehand, Americus Reed |
Antal sider | 3 |
Udgivelsessted | www |
Forlag | Society for Consumer Psychology |
Publikationsdato | mar. 2014 |
Status | Udgivet - mar. 2014 |
Begivenhed | SCP Winter Conference 2014 - Miami, USA Varighed: 6 mar. 2014 → 8 mar. 2014 http://www.myscp.org/pdf/conference%20documents/SCP2014_Proceedings_04282014.pdf |
Konference
Konference | SCP Winter Conference 2014 |
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Land/Område | USA |
By | Miami |
Periode | 06/03/2014 → 08/03/2014 |
Internetadresse |