RT Journal Article
SR Electronic
T1 Does Childhood Exposure to a Brand Improve Brand Name Recognition?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 370
OP 383
DO 10.2501/JAR-2023-025
VO 63
IS 4
A1 Peilin Phua
A1 Bill Page
A1 Giang Trinh
A1 Nicole Hartnett
A1 Rachel Kennedy
YR 2023
UL http://www.journalofadvertisingresearch.com/content/63/4/370.abstract
AB 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 memory-based processes occur for early-learned brands, whereas late-learned brands relied more on processes that were not memory based, such as guessing.