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

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.


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.


Paula Chesley, University of Minnesota, USA
Dawn Lerman, Fordham University, USA


NA - Advances in Consumer Research Volume 38 | 2011

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