Processing Difficulty Increases Perceived Competence of Brand Acronyms
Bibliographic record
Abstract
Abstract Unlike previous work that shows that processing fluency leads to positive evaluations, the present research demonstrates that processing difficulty can lead to positive inferences of a brand. In three experiments, we show that when a brand acronym is difficult to pronounce, it is evaluated favourably with respect to competence relative to warmth. In contrast, easy‐to‐pronounce acronyms are perceived as similarly warm and competent. We find that individuals perceive a difficult‐to‐pronounce acronym to be more psychologically distant than an easy‐to‐pronounce one. Furthermore, they perceive competence as a more fitting characteristic of a distant brand than warmth is. We find that this relative fit of competence over warmth results in higher competence evaluations. Theoretical and applied contributions of the findings are discussed. Copyright © 2018 ASAC. Published by John Wiley & Sons, Ltd.
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How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.002 | 0.001 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.002 | 0.007 |
| Scholarly communication | 0.001 | 0.002 |
| Open science | 0.001 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; both teacher heads agree on what is shown here.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".