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

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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.
Original languageEnglish
Title of host publicationSCP Winter Conference : Proceedings
EditorsMark Forehand, Americus Reed
Number of pages3
Place of Publicationwww
PublisherSociety for Consumer Psychology
Publication dateMar 2014
Publication statusPublished - Mar 2014
EventSCP Winter Conference 2014 - Miami, United States
Duration: 6 Mar 20148 Mar 2014


ConferenceSCP Winter Conference 2014
Country/TerritoryUnited States
Internet address

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