Syllabic Fluency
We show that the syllabic structure of brand slogans and medical claims can influence consumers’ judgments of truth. When the number of syllables of the brand name matches the number of syllables in the outcome, consumers feel a metacognitive sense of processing fluency, which increases judgments of truth.
Citation:
Dan King and Sumitra Auschaitrakul (2020) ,"Syllabic Fluency", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1204-1204.
Authors
Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce, Thailand
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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