Marketing Bombogenesis: Can The Apple Logo Make You More Creative? More Honest?

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March 23, 2008

Can The Apple Logo Make You More Creative? More Honest?

Take a guess.... Being exposed to which logo would make you test more creatively--Apple or IBM?

A team of psychologists asked just that question--can some brands not only entice you to buy the product, but also change your behavior in situations where purchasing is not part of the equation?

The researchers set up experiments where they exposed people to a brand logo--even subliminally--then administered tests measuring creativity or honesty. If you thought the Apple logo would make you respond creatively, you were right. Subjects exposed to the Apple logo scored higher that those exposed to the IBM logo, or no logo at all.

Seems that subjects exposed to the Disney Channel logo scored higher on tests measuring honesty than those exposed to the E! Channel logo. That makes some kind of weird sense, doesn't it?

The study titled, "Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You 'Think Different'" can be found in the Journal of Consumer Research. Wonk away.

I wonder if I speed up every time I pass a FedEx truck?

Posted on March 23, 2008 at 08:17 PM in Marketing | Permalink

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We put this theory to the test here: http://www.youtube.com/watch?v=kXn95Wicufo
:)

Posted by: Alison | March 31, 2008 at 11:58 AM

Alison,

You made my day! So funny and creative!

Anyone reading this--have a giggle and watch the video.

Posted by: Linda P | March 31, 2008 at 05:04 PM

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