Cheerios, Anyone? Age-of-Acquisition’s Not-So-Great Effects on Brand Recognition

Things learned early in life are recognized faster and more accurately, according to the age-of-acquisition effect, a phenomenon studied widely in psychology research. Does this apply to brand recognition, too? Yes, according to a 2010 study (Ellis, Holmes, and Wright, 2010) —but now challenged by an article in JAR. Listen as authors Peilin Phua and Bill Page (University of South Australia) discuss their team’s findings that brand exposure frequency and usage recency have a much greater effect on recognition than age-of acquisition itself.

Read the article: https://www.journalofadvertisingresearch.com/content/63/4/370

 Does Childhood Exposure to a Brand Improve Brand Name Recognition? Comparing Age-of-Acquisition Effects with Ongoing Brand Exposure and Experience

 By (all at University of South Australia):

·      Peilin Phua, Lecturer, UniSA Business and Senior Marketing Scientist, Ehrenberg-Bass Institute for Marketing Science

·      Bill Page, Senior Marketing Scientist, Ehrenberg-Bass

·      Giang Trinh, Associate Professor, UniSA Business and Senior Marketing Scientist, Ehrenberg-Bass 

·      Nicole Hartnett, Senior Marketing Scientist, Ehrenberg-Bass

·      Rachel Kennedy, Research Professor, Director and Co-founder, Ehrenberg-Bass 

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