“The Perfect Driving Machine”: the Effect of Familiarity and Semantic Similarity on Learning and Recall of Brand Slogans

Yoo Jin Song, University of Illinois at Urbana-Champaign, USA
Zongyuan Wang, University of Illinois at Urbana-Champaign, USA
Brittany Duff, University of Illinois at Urbana-Champaign, USA
Familiarity and semantic similarity between originally and newly learned slogans influence both learning and recall of the original slogans. Moderately unfamiliar slogans benefited the most from repeated learning. Learning semantically similar new slogans facilitates recall of original slogans. These findings provide meaningful implications for brands planning to change their slogans.
[ to cite ]:
Yoo Jin Song, Zongyuan Wang, and Brittany Duff (2013) ,"“The Perfect Driving Machine”: the Effect of Familiarity and Semantic Similarity on Learning and Recall of Brand Slogans", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.