SUMMARYUnscrambling an anagram prior to making a recognition judgement about that target word or an unrelated word increases one's claims of having seen the target word before (the revelation effect). We examined whether a revelation effect would occur with brand name recognition and preference. When participants had to solve an anagram prior to seeing a target brand, they were more likely to claim to have seen the brand before (Experiment 1), to have known the brand in high school (Experiment 2), and to give higher preference ratings for the brand (Experiments 1 and 2). These results demonstrate that the revelation effect can be applied to brand names and preference judgements. We discuss our findings in terms of discrepancy-attribution, whereby surprising fluency is misattributed to both past experience and preference. Copyright Imagine someone shopping for bottled water for the first time. What factors govern whether this consumer buys Brand X over Brand Y, in the absence of prior experience with either? In this paper, we examine the way in which other prior experiences might influence our shopper's preference for one brand over the other. To do this, we examine decisions about brand recognition and preference in the context of the revelation effect-the observation that solving a simple puzzle in the context of a memory judgement increases recognition claims. Applying the revelation effect to a consumer behaviour context is of practical importance and advances our understanding of the phenomenon in question by contributing to theory and application. Such an approach is modelled after that of Elizabeth Loftus, to whom this Special Issue is dedicated.In a typical revelation effect experiment, participants solve an anagram of a target word (e.g. NWIDWO-WINDOW) or an unrelated word before seeing the target (e.g.