Consumer Memory For Easy-To-Pronounce Non-Word Brand Names: the Effect of Attitudes

Paula Chesley, University of Minnesota, USA
Dawn Lerman, Fordham University, USA
An eye-tracking, lexical decision, and free recall study provides evidence for consumers remembering new blends (flackers, flax + crackers) and derivations (Wheatables, Wheat + -able + -s) better than new acronyms (IBM). The importance of attitudes and in-group word use in memorability of new brand names is also highlighted.
[ to cite ]:
Paula Chesley and Dawn Lerman (2011) ,"Consumer Memory For Easy-To-Pronounce Non-Word Brand Names: the Effect of Attitudes", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.