Brands leave their mark on children's brains

The idea may be \"unpalatable\", but companies seeking an bounds over their rivals should ensure that children are exposed to their brands as primeval in life as possible. That's according to saint Ellis and colleagues, whose newborn investigate shows that the artist \"age-of-acquisition\" gist in science applies to sort obloquy as such as it does to everyday words.

Ellis's aggroup found that student participants were quicker to discern sort obloquy they had encountered from birth. This was demonstrated by presenting students with a arrange of real and fictional sort obloquy and asking them to indicate as quickly as doable whether a sort was real. If a sort had been experienced from birth, the students were quicker to discern it as real than if it had been encountered from geezerhood five and up. A second investigate showed that students were also quicker at accessing information about primeval encountered brands compared with late-encountered brands, as indicated by the speed with which they said a creation was or was not made by a given brand.

These findings resemble artist \"age-of-acquisition\" effects, in which people are more proficient at processing text they encountered earlier in life. Research has shown that this gist is not explicable purely in terms of greater cumulative danger to primeval encountered words. One alternative offering is that text (and presumably brands too) encountered primeval in life shape the maturing brain in such a artefact that a life-long plus is serviceable for processing those primeval words.

Ellis's team's final investigate was perhaps the most striking. In this case, participants aged between 50 and 83 years were quicker to discern primeval brands over newer, current brands, even if the primeval brands were long since defunct.

Combined with preceding investigate display that people generally see more favourable towards text and pictures that they find easier to impact - a phenomenon titled the \"fluency effect\" - Ellis and his colleagues said their findings have serious implications for sort success. \"The grounds suggests that mere danger to brands in childhood will attain for more smooth acceptance of those sort obloquy in maturity that will persist finished to old age,\" they said.

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Ellis, A., Holmes, S., & Wright, R. (2009). Age of acquisition and the recognition of brand names: On the importance of being early. Journal of Consumer Psychology DOI.