文章基本信息

标题：It’s Not Just If You See It, It’s How You Process It: Conceptual and Perceptual Fluency Effects for Brand Names
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作者：Temple Northup
期刊名称：Athens Journal of Mass Media and Communications
电子版ISSN：2407-9499
出版年度：2019
卷号：5
期号：3
页码：157-172
DOI：10.30958/ajmmc.5-3-1
语种：English
出版社：Athens Institute for Education and Research
摘要：There has been a consistent body of research that has shown that increases in accessibility of an item within memory, often referred to has processing fluency, causes there to be more positive affect toward that item. This relationship has particular importance for advertising and consumer behavior research as one of the outcomes of an advertising campaign is an increase in brand salience. Although there has been interest in investigating the relationship between fluency and attitudes in relation to brands, little research has attempted to distinguish between the two different types of fluency that exist: perceptual and conceptual. Over three studies, this research investigated the extent to which perceptual versus conceptual fluency impacted attitudes toward known brands, with results suggesting that it is conceptual fluency that makes a significant contribution.