Consider the Berger and Fitzsimons (2008) Study in Which Photographs

Essay

Consider the Berger and Fitzsimons (2008) study in which photographs of dogs were presented to people, after which they felt more positively about products with the Puma brand name. This is presumably because the semantic relationship between dogs and pumas made the brand name feel more familiar, a factor that is known to promote positive attitudes. Design an experiment involving brand names to further explore the link between familiarity and attitudes, but focus on familiarity related to the sounds of brand names rather than their meanings. Be sure to include examples of key stimuli and appropriate controls, and to specify which conditions you are comparing and the results you expect.