Challenging the Superiority of Phonological Fluency: the Role of Product Context and Competing Fluency in Brand Name Recognition

Antonia Erz, Copenhagen Busines School
Bo T. Christensen, Copenhagen Busines School
The results of three laboratory experiments contribute to our understanding of effects of phonological fluency on correct recognition and recall of novel brand names, being relevant to the areas of information processing, memory, and branding. Employing the full range of fluency, the results offer a fine-grained idea of fluency effects.
[ to cite ]:
Antonia Erz and Bo T. Christensen (2014) ,"Challenging the Superiority of Phonological Fluency: the Role of Product Context and Competing Fluency in Brand Name Recognition", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 783-783.