Monday, March 1, 2010
Response to Cognitive Fluency Article
This was a thought provoking article for me. While reading it, I noticed that everything that the article is saying is relatively true. People easily remember things that flow better. It makes sense that big name firms would choose a name that has a ring to it because that way they stay in the customer's head, even if the customer doesn't know it. Something that was interesting to me was that people conducting studies found that even the font had an affect on people answering different questions. It was also interesting that although things that are more fluent are more familiar to us, they can also get boring. This raises some interesting questions as to how much fluency one should use in choosing a name.
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Yeah I agree that this article helps to pose some interesting questions. Based off of what the article says I guess it would depend on what kind of a cause you are trying to get people to believe in to decide how much fluency one should use when choosing a name. For example, it would probably be a good idea for a company like Altria (a leading tobacco company) to use a very simple font and an easy to pronounce fresh name because consumers will more than likely just use their cognitive fluency shortcut, especially since "Altria" has the familiar word "tree" in it. When the consumer is comfortable with the company name it is much easier for them to be comfortable and accepting to the company. A company that has more expert and technical customers that are information seekers may use a harder to read cursive and a complicated name in order to get the customer to read into their product a little more. I agree that every thing the article says is relatively true and I guess I never truly have thought about all of these things and the implications they can have on someone's psyche.
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