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.
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.
Antonia Erz, Copenhagen Business School,Denmark
Bo T. Christensen, Copenhagen Business School,Denmark
E - European Advances in Consumer Research Volume 10 | 2013
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