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
Share Proceeding
Featured papers
See MoreFeatured
G8. How Does Pronunciation Difficulty of Brand Names Influence Consumer Responses? The Role of Self-Construal
Gunben Ceren Aksu, Rutgers University, USA
Yeni Zhou, Rutgers University, USA
Alokparna (Sonia) Monga, Rutgers University, USA
Featured
Time-of-Day Effects on Consumers’ Social Media Engagement
Ozum Zor, Rutgers University, USA
Kihyun Hannah Kim, Rutgers University, USA
Ashwani Monga, Rutgers University, USA
Featured
Mispredicting Reactions to Gambling Losses and Their Impact on Consumer Choice
Ernest Baskin, Yale University, USA
Nathan Novemsky, Yale University, USA
Robyn LeBoeuf, Washington University, USA