via Duke University:
Whether you are a Mac person or a PC person, even the briefest exposure to the Apple logo may make you behave more creatively, according to recent research from Duke University’s Fuqua School of Business and the University of Waterloo, Canada.
In work to be published in the April issue of the Journal of Consumer Research, Professors Gavan Fitzsimons and Tanya Chartrand of Duke, and GrÃ¡inne Fitzsimons of Waterloo, found that even the briefest exposure to well-known brands can cause people to behave in ways that mirror those brands’ traits.
And people didn’t even know they saw the logo:
“This is the first clear evidence that subliminal brand exposures can cause people to act in very specific ways,” said Fitzsimons. “We’ve performed tests where we’ve offered people $100 to tell us what logo was being flashed on screen, and none of them could do it. But even this imperceptible exposure is enough to spark changes in behavior.”
So what does this mean for marketers?
“Instead of spending the majority of their money on traditional print and television advertising, companies with established brand associations such as Apple may want to give serious consideration to shifting more marketing resources to product placement opportunities and other forms of outreach that emphasize brief brand exposures,” Gavan Fitzsimons said.
And what does it mean for all of us?
And consumers should be aware that they are susceptible to influences they may not detect and use this knowledge to their advantage. “If you know you need to perform well on some task, say something athletic, you may want to surround yourself with images and brand logos that represent success in athletics,” GrÃ¡inne Fitzsimons said.
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