title: The malleable effect of name fluency on pharmaceutical drug perception.
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.
authors.affiliation: Ewha Womans University, South Korea hj_cho@ewha.ac.kr.
authors.forename: Hyejeung
authors.initials: H
authors.lastname: Cho
mesh_terms: D002755:Choice Behavior; D005260:Female; D006801:Humans; D007600:Judgment; D008297:Male; D004366:Nonprescription Drugs; D011582:Psychological Theory; D011795:Surveys and Questionnaires; D014481:United States
chemical_list: D004366:Nonprescription Drugs
keywords: advancedness; drug names; fluency; perception; risk