Peilin Phua, Bill Page, Giang Trinh, Nicole Hartnett, Rachel Kennedy
{"title":"Does Childhood Exposure to a Brand Improve Brand Name Recognition?","authors":"Peilin Phua, Bill Page, Giang Trinh, Nicole Hartnett, Rachel Kennedy","doi":"10.2501/jar-2023-025","DOIUrl":null,"url":null,"abstract":"The age-of-acquisition effect suggests that things learned early in life, including brand names, are recognized faster and more accurately. This study confirms this effect but cautions that the managerial impact of age of acquisition is small. Brand exposure frequency and usage recency have a far greater effect on recognition than age of acquisition. The strongest age-of-acquisition effect is observed among individuals who are unfamiliar with the brand, suggesting that repetition, such as in advertising, is necessary. Respondents were slower to identify brands released before they turned 15, indicating that memorybased processes occur for early-learned brands, whereas late-learned brands relied more on processes that were not memory based, such as guessing.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"16 10","pages":"0"},"PeriodicalIF":2.1000,"publicationDate":"2023-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Advertising Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2501/jar-2023-025","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
The age-of-acquisition effect suggests that things learned early in life, including brand names, are recognized faster and more accurately. This study confirms this effect but cautions that the managerial impact of age of acquisition is small. Brand exposure frequency and usage recency have a far greater effect on recognition than age of acquisition. The strongest age-of-acquisition effect is observed among individuals who are unfamiliar with the brand, suggesting that repetition, such as in advertising, is necessary. Respondents were slower to identify brands released before they turned 15, indicating that memorybased processes occur for early-learned brands, whereas late-learned brands relied more on processes that were not memory based, such as guessing.
期刊介绍:
The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.