Fluency of Brand Names: Effects of Ease-of-Pronunciation on Non-Word Memory and Product Judgments

Publikation: Bidrag til tidsskriftKonferenceabstrakt i tidsskrift

Abstrakt

The ease or difficulty of pronunciation can affect judgments. We experimentally show that linguistic fluency has a direct effect on liking and a U-shaped effect on memory of non-words. We further demonstrate that the fluency of novel, fictitious non-word brand names affects novelty and performance judgments of products.
OriginalsprogEngelsk
BogserieEuropean Advances in Consumer Research
Vol/bind10
Sider (fra-til)196-197
Antal sider2
ISSN0098-9258
StatusUdgivet - 2013
BegivenhedThe European Association for Consumer Research Conference. EACR 2013 - IESE Campus in Barcelona, Barcelona, Spanien
Varighed: 4 jul. 20137 jul. 2013
Konferencens nummer: 10
http://www.acrweb.org/eacr/Public/index.aspx

Konference

KonferenceThe European Association for Consumer Research Conference. EACR 2013
Nummer10
LokationIESE Campus in Barcelona
LandSpanien
ByBarcelona
Periode04/07/201307/07/2013
Internetadresse

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