Age of acquisition and the recognition of brand names: On the importance of being early

Andrew W. Ellis; Selina J. Holmes; Richard L. Wright

doi:10.1016/j.jcps.2009.08.001

Age of acquisition and the recognition of brand names: On the importance of being early

Andrew W. Ellis, Selina J. Holmes, Richard L. Wright

Psychology

Research output: Contribution to journal › Article › peer-review

Abstract

Research in cognitive psychology has shown that words, objects and faces learned early in life are recognized more fluently than similar items learned later. Experiment 1 shows that early acquired brand names are recognized more quickly than later acquired brands. Experiment 2 shows that the age of acquisition effect extends to accessing semantic knowledge about brands. In Experiment 3, older participants were faster at recognizing early learned brands that are now extinct than more recent, active brand names. Early surviving brands were recognized quickest of all. The significance of these effects for manufacturers and marketing are discussed. (C) 2009 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.

Original language	English
Pages (from-to)	43-52
Number of pages	10
Journal	JOURNAL OF CONSUMER PSYCHOLOGY
Volume	20
Issue number	1
DOIs	https://doi.org/10.1016/j.jcps.2009.08.001
Publication status	Published - Jan 2010

Keywords

Age of acquisition
Brand names
Brand recognition
Frequency
Aging
CUMULATIVE-FREQUENCY HYPOTHESIS
LEXICAL-DECISION
WORD-FREQUENCY
SEMANTIC CATEGORIZATION
EXTENSION EVALUATIONS
PIONEERING ADVANTAGE
PROCESSING TASKS
IMPLICIT MEMORY
NAMING LATENCY
REAL AGE

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10.1016/j.jcps.2009.08.001

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abstract = "Research in cognitive psychology has shown that words, objects and faces learned early in life are recognized more fluently than similar items learned later. Experiment 1 shows that early acquired brand names are recognized more quickly than later acquired brands. Experiment 2 shows that the age of acquisition effect extends to accessing semantic knowledge about brands. In Experiment 3, older participants were faster at recognizing early learned brands that are now extinct than more recent, active brand names. Early surviving brands were recognized quickest of all. The significance of these effects for manufacturers and marketing are discussed. (C) 2009 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.",

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AU - Wright, Richard L.

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KW - WORD-FREQUENCY

KW - SEMANTIC CATEGORIZATION

KW - EXTENSION EVALUATIONS

KW - PIONEERING ADVANTAGE

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Age of acquisition and the recognition of brand names: On the importance of being early

Abstract

Keywords

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