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.
|Number of pages||7|
|Publication status||Published - 2015|
|Event||French-Austrian-German Workshop on Consumer Behaviour: Context Matters! - Universität Bayreuth, Bayreuth, Germany|
Duration: 26 Nov 2015 → 27 Nov 2015
|Workshop||French-Austrian-German Workshop on Consumer Behaviour|
|Period||26/11/2015 → 27/11/2015|