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

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.



Citation:

Antonia Erz and Bo T. Christensen (2013) ,"Fluency of Brand Names: Effects of Ease-Of-Pronunciation on Non-Word Memory and Product Judgments", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 196-197.

Authors

Antonia Erz, Copenhagen Business School,Denmark
Bo T. Christensen, Copenhagen Business School,Denmark



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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