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Preschoolers' Learning of Brand Names from Visual Cues

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  • Macklin, M Carole

Abstract

This research addresses the question of how perceptual cues affect preschoolers' learning of brand names. It is found that when visual cues are provided in addition to brand names that are prior-associated in children's memory structures, children better remember the brand names. Although two cues (a picture and a color) improve memory over the imposition of a single cue, extensive visual cues may overtax young children's processing abilities. The study contributes to our understanding of how visual cues increase the effectiveness of nonverbal communication. Copyright 1996 by the University of Chicago.

Suggested Citation

  • Macklin, M Carole, 1996. "Preschoolers' Learning of Brand Names from Visual Cues," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(3), pages 251-261, December.
    • Handle: RePEc:oup:jconrs:v:23:y:1996:i:3:p:251-61
    DOI: 10.1086/209481
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    Cited by:

    1. Angie Chung & Dennis F. Kinsey, 2019. "An Examination of Consumers’ Subjective Views that Affect the Favorability of Organizational Logos: An Exploratory Study Using Q Methodology," Corporate Reputation Review, Palgrave Macmillan, vol. 22(3), pages 89-100, August.
    2. Dr.Zahra Hossein Nezhad & Katayoun Kavehnezhad, 2013. "Choosing the Right Color: A Way to Increase Sales," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 3(6), pages 1442-1457, June.

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