Premium
Hunts, Heinz, and Fries Priming ‘Ketchup’: The Effects of Lexicality on Brand Name–Product Associations and Brand Memory
Author(s) -
Coane Jennifer H.,
Monahan Kayleigh T.,
Termonen MiiaLiisa
Publication year - 2015
Publication title -
applied cognitive psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.719
H-Index - 100
eISSN - 1099-0720
pISSN - 0888-4080
DOI - 10.1002/acp.3124
Subject(s) - priming (agriculture) , psychology , lexical decision task , task (project management) , optimal distinctiveness theory , recall , product (mathematics) , brand names , cognitive psychology , social psychology , advertising , cognition , neuroscience , mathematics , botany , germination , management , geometry , business , economics , biology
Summary Brand names should be memorable and easy to associate with the product. The present study investigated how brand name lexicality affects accessibility in memory. In Experiment 1, participants completed a primed lexical decision task (LDT) in which primes were real‐word brands (RWB; e.g., SATURN), nonword brands (NWB; e.g., KIA), or semantic associates (e.g., TIRE) and targets were product categories (e.g., car). NWB primes resulted in equivalent priming as semantic primes and were recalled more than RWBs in a free‐recall task. In Experiment 2, participants completed an unprimed LDT or brand decision task (BDT). In LDT, high NWB error rates reflected greater familiarity. In BDT, many RWBs were not recognized as brands. In Experiment 3, a primed BDT with brand names as targets indicated that NWBs and RWBs are equally primed by a related category label. Overall, NWBs appear to be more familiar and memorable, possibly because of distinctiveness. Copyright © 2015 John Wiley & Sons, Ltd.