The malleable effect of name fluency on pharmaceutical drug perception
- 주제(키워드) advancedness , drug names , fluency , perception , risk
- 등재 SSCI, SCOPUS
- 발행기관 SAGE Publications Ltd
- 발행년도 2015
- 총서유형 Journal
- URI http://www.dcollection.net/handler/ewha/000000119210
- 본문언어 영어
- Published As http://dx.doi.org/10.1177/1359105314525486
- 저작권 이화여자대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
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. © 2015 SAGE Publications.
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