Brand Familiarity Shows in Consumers’ Eyes

Although brand familiarity has been linked to product recognition speed and prior experience, the objective measurement of consumers’ brand familiarity remains challenging. We integrated an extensive product image validation study with novel pupillary response measurements to demonstrate reliable dissociation of familiar and unfamiliar brands without an overt response.


Léon Franzen, Amanda Cabugao, Aaron P. Johnson, H. Onur Bodur, and Bianca Grohmann (2020) ,"Brand Familiarity Shows in Consumers’ Eyes", 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: 1240-1240.


Léon Franzen, Concordia University, Canada
Amanda Cabugao, Concordia University, Canada
Aaron P. Johnson, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada
Bianca Grohmann, Concordia University, Canada


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


Consumer’s Local-Global Identity and Price-Quality Associations

Zhiyong Yang, University of North Carolina at Greensboro
Sijie Sun, University of Texas at Arlington
Ashok K Lalwani, Indiana University, USA
Narayan Janakiraman, University of Texas at Arlington

Read More


Silencing the Call of the Sirens

Janet Schwartz, Tulane University, USA

Read More


E2. Donation versus Adoption: How the Mode of Helping Moderates the Effect of Emotions on Helping

Ziqi Shang, Renmin University of China
Xiuping Li, National University of Singapore, Singapore
aradhna krishna, University of Michigan, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.