The malleable effect of name fluency on pharmaceutical drug perception

Hyejeung Cho

Research output: Contribution to journalArticlepeer-review

9 Scopus citations


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.

Original languageEnglish
Pages (from-to)1369-1374
Number of pages6
JournalJournal of Health Psychology
Issue number10
StatePublished - 9 Oct 2015

Bibliographical note

Publisher Copyright:
© 2015 SAGE Publications.


  • advancedness
  • drug names
  • fluency
  • perception
  • risk


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