Researchers have shown that exposure to the logos of certain brands has an effect on consumer behavior. Gavan Fitzsimons and Tanya Chartrand from Duke University and Graínne Fitzsimons from Waterloo completed the study wherein subjects were exposed to the logos of either Apple or IBM.
Subjects were told they were taking a visual acuity test. During the test, the subjects were exposed to a visual flash of one of the logos that was so brief that the subjects weren't even aware of it (cash was offered to the subjects to name any brand logo they were shown during the study and not one student earned the loot). The subjects were then given an assessment to see how creative they were. They were asked to list as many uses for a brick that they could, other than building a wall.
Apple's brand could be accurately described as being creative and non-conformist, while IBM's brand could be described as traditional and responsible. Subjects who had been exposed to Apple's logo listed significantly more unusual uses for the brick than those subjects that were flashed IBM's logo. The results suggest that subliminal exposure to brand logos can cause consumers to act in certain ways.
Read more about the effect of brand logos on consumer behavior, including results of a study where subjects were exposed to the logos of The Disney Chanel and E!.
Skip Anderson is the Founder and President of Selling to Consumers, a B2C sales training and consulting firm. Subscribe to the free Selling to Consumers Sales Tips Newsletter.
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