Positive Brand Inferences From Processing Disfluency

Hae Joo Kim, Wilfrid Laurier University, Canada
Melanie Dempsey, Ryerson University, Canada
We investigate whether processing disfluency can generate positive evaluations of a brand. Difficult-to-pronounce acronyms were perceived as distant, and thus, rated more positively on attributes associated with socially distant others (e.g., competence) than attributes associated with socially close others (e.g., friendliness) compared to easy-to-pronounce acronyms.
[ to cite ]:
Hae Joo Kim and Melanie Dempsey (2013) ,"Positive Brand Inferences From Processing Disfluency", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.