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

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review

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.
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.
LanguageEnglish
Title of host publicationSCP Winter Conference : Proceedings
EditorsMark Forehand, Americus Reed
Number of pages3
Place of Publicationwww
PublisherSociety for Consumer Psychology
DateMar 2014
StatePublished - Mar 2014
EventSCP Winter Conference 2014 - Miami, United States
Duration: 6 Mar 20148 Mar 2014
http://www.myscp.org/pdf/conference%20documents/SCP2014_Proceedings_04282014.pdf

Conference

ConferenceSCP Winter Conference 2014
CountryUnited States
CityMiami
Period06/03/201408/03/2014
Internet address

Cite this

Erz, A., & Christensen, B. (2014). Fluency Effects on Brand Name Recognition and Preference: The Role of Product Context. In M. Forehand, & A. Reed (Eds.), SCP Winter Conference: Proceedings www: Society for Consumer Psychology.
Erz, Antonia ; Christensen, Bo. / Fluency Effects on Brand Name Recognition and Preference : The Role of Product Context. SCP Winter Conference: Proceedings. editor / Mark Forehand ; Americus Reed. www : Society for Consumer Psychology, 2014.
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Erz, A & Christensen, B 2014, Fluency Effects on Brand Name Recognition and Preference: The Role of Product Context. in M Forehand & A Reed (eds), SCP Winter Conference: Proceedings. Society for Consumer Psychology, www, Miami, United States, 06/03/2014.

Fluency Effects on Brand Name Recognition and Preference : The Role of Product Context. / Erz, Antonia; Christensen, Bo.

SCP Winter Conference: Proceedings. ed. / Mark Forehand; Americus Reed. www : Society for Consumer Psychology, 2014.

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review

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N2 - 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.

AB - 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.

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ER -

Erz A, Christensen B. Fluency Effects on Brand Name Recognition and Preference: The Role of Product Context. In Forehand M, Reed A, editors, SCP Winter Conference: Proceedings. www: Society for Consumer Psychology. 2014.