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The malleable effect of name fluency on pharmaceutical drug perception

Title
The malleable effect of name fluency on pharmaceutical drug perception
Authors
Cho, Hyejeung
Ewha Authors
조혜정
SCOPUS Author ID
조혜정scopus
Issue Date
2015
Journal Title
JOURNAL OF HEALTH PSYCHOLOGY
ISSN
1359-1053JCR Link1461-7277JCR Link
Citation
vol. 20, no. 10, pp. 1369 - 1374
Keywords
advancednessdrug namesfluencyperceptionrisk
Publisher
SAGE PUBLICATIONS LTD
Indexed
SSCI; SCOPUS WOS scopus
Abstract
Based on the fluency theory, a recent study by Dohle and Siegrist revealed that complex pharmaceutical drug names are perceived as more hazardous than simple drug names and thus negatively influence patients' willingness to buy. This study explored the malleability of the name fluency effect on pharmaceutical drug perception by examining the fluency effect in the domain of risk versus advancedness judgment. The findings indicated that depending on how the fluency feeling is interpreted in the context of initial judgment task (e.g. advancedness vs risk), disfluent drug names can positively influence a patient's perception of the drug, reversing the typical fluency effect.
DOI
10.1177/1359105314525486
Appears in Collections:
경영대학 > 경영학전공 > Journal papers
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