Monday, September 22, 2008

An apple a day...

Wanna boost your creativity?

Forget the diet, but get your Apple; logo, that is.

Recent research suggests that a brand’s image can affect our behavior. Researchers flashed 2 different logos in front of test subjects so fast that the logos were imperceptible. (When offered $100 if they could recall the logo they had just seen, no one could.) Some people were exposed to the Apple logo, with its brand image for being innovative, hip and different. Other people were exposed to the IBM logo, with a brand image for being smart and responsible. Both groups of people were then given a task to challenge their creativity. People exposed to the Apple logo gave much more unusual and creative responses than those exposed to the IBM logo.

So, surround yourself with visual input of creative, innovative brands!! And just laugh when your co-workers think you’re weird for taking up hundreds of Apple logos all over your cube.

To read more about the study, see the June, 2008 issue of The Journal of Consumer Research. The study, titled, Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You "Think Different" was done by Professors Gawan Fitzsimmons and Tanya Chartrand of Duke University’s Fuqua School of Business and Grainne Fitzsimmons of the University of Waterloo, Canada. The link below takes you to the study abstract.

posted by Chris Mars at 6:46 AM   0 comments

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