A Brief Pause between a Tagline and Brand Increases Brand Name Recognition and Preference

Authors


Antonia Mantonakis, Marketing, International Business and Strategy, Faculty of Business, Brock University, 500 Glenridge Ave, St. Catharines, ON, L2S 3A1, Canada.

E-mail: amantonakis@brocku.ca

Summary

This paper explores the outcome of the visual encoding of brands in meaningful sentences (i.e. in taglines) on brand name recognition and preference. In this paper, it is shown that, above and beyond the role of conceptual priming during encoding at increasing recognition memory, there is a role of creating a temporal delay, or pause, between meaningful cues in the sentence and a key word (Experiment 1) or brand (Experiments 2a and 3) on memory. The pause is also associated with increased preference towards brands (Experiment 2b). These findings demonstrate a new way to enhance recognition of brand names that is not due to a pure generation effect but rather by increasing attention, which increases processing fluency of the target. Copyright © 2011 John Wiley & Sons, Ltd.

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