Challenging the Superiority of Phonological Fluency: The Role of Product Context and Competing Fluency in Brand Name Recognition

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Abstract

The results of three laboratory experiments contribute to our understanding of effects of phonological fluency on correct recognition and recall of novel brand names, being relevant to the areas of information processing, memory, and branding. Employing the full range of fluency, the results offer a fine-grained idea of fluency effects.
Original languageEnglish
Title of host publicationACR 2014 Association for Consumer Research North American Conference 2014 : Proceedings
EditorsJune Cotte, Stacy Wood, Linda Price
Number of pages3
Place of PublicationBaltimore
PublisherAssociation for Consumer Research
Publication dateOct 2014
Publication statusPublished - Oct 2014
Event45th Annual Conference of the Association for Consumer Research. ACR 2014 - Hilton Baltimore, Baltimore, United States
Duration: 23 Oct 201426 Oct 2014
Conference number: 45
http://www.acrweb.org/acr/Public/index.aspx

Conference

Conference45th Annual Conference of the Association for Consumer Research. ACR 2014
Number45
LocationHilton Baltimore
CountryUnited States
CityBaltimore
Period23/10/201426/10/2014
Internet address

Bibliographical note

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Cite this

Erz, A., & Christensen, B. (2014). Challenging the Superiority of Phonological Fluency: The Role of Product Context and Competing Fluency in Brand Name Recognition. In J. Cotte, S. Wood, & L. Price (Eds.), ACR 2014 Association for Consumer Research North American Conference 2014: Proceedings Association for Consumer Research.