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

Antonia Erz; Bo Christensen

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

Department of Marketing

Research output: Contribution to journal › Conference abstract in journal › Research › peer-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 language	English
Book series	European Advances in Consumer Research
Volume	10
Pages (from-to)	196-197
Number of pages	2
ISSN	0098-9258
Publication status	Published - 2013
Event	The European Association for Consumer Research Conference. EACR 2013 - IESE Campus in Barcelona, Barcelona, Spain Duration: 4 Jul 2013 → 7 Jul 2013 Conference number: 10 http://www.acrweb.org/eacr/Public/index.aspx

Conference

Conference	The European Association for Consumer Research Conference. EACR 2013
Number	10
Location	IESE Campus in Barcelona
Country/Territory	Spain
City	Barcelona
Period	04/07/2013 → 07/07/2013
Internet address	http://www.acrweb.org/eacr/Public/index.aspx

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Cite this

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

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.",

author = "Antonia Erz and Bo Christensen",

year = "2013",

language = "English",

volume = "10",

pages = "196--197",

journal = "European Advances in Consumer Research",

issn = "0098-9258",

publisher = "Association",

note = "The European Association for Consumer Research Conference. EACR 2013 ; Conference date: 04-07-2013 Through 07-07-2013",

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TY - ABST

T1 - Fluency of Brand Names

T2 - The European Association for Consumer Research Conference. EACR 2013

AU - Erz, Antonia

AU - Christensen, Bo

N1 - Conference code: 10

PY - 2013

Y1 - 2013

N2 - 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.

AB - 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.

M3 - Conference abstract in journal

SN - 0098-9258

VL - 10

SP - 196

EP - 197

JO - European Advances in Consumer Research

JF - European Advances in Consumer Research

Y2 - 4 July 2013 through 7 July 2013

ER -