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

Research output: Contribution to journalConference abstract in journalResearchpeer-review

Abstract

The ease or difficulty of word pronunciation can affect judgments. We experimentally show that linguistic fluency has a direct effect on liking and a U-shaped effect on memory of words. We further demonstrate that the fluency of fictitious brand names affects judgments about the novelty and performance of innovative products.
Original languageEnglish
Book seriesEuropean Advances in Consumer Research
Volume10
Pages (from-to)196-197
Number of pages2
ISSN0098-9258
Publication statusPublished - 2013
EventThe European Association for Consumer Research Conference. EACR 2013 - IESE Campus in Barcelona, Barcelona, Spain
Duration: 4 Jul 20137 Jul 2013
Conference number: 10
http://www.acrweb.org/eacr/Public/index.aspx

Conference

ConferenceThe European Association for Consumer Research Conference. EACR 2013
Number10
LocationIESE Campus in Barcelona
CountrySpain
CityBarcelona
Period04/07/201307/07/2013
Internet address

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