Events

Professor Shi Zhang
Associate Professor of Marketing
Anderson School of Management
University of California, Los Angeles

ABSTRACT

We study the established dual impact of brand name fluency, the positive effect of fluency and negative effect of disfluency, by challenging the findings and demonstrating positive effects of disfluency and their underlying mechanisms. We introduce an innovative method using the event-related potential (ERP) experimental paradigm to assess the brand name fluency/disfluency on product evaluations, capturing both behavioral responses and neural data. Further, we support the above lab findings with an online field study correlating brand name fluency/disfluency with actual product sales.