March 20, 2008

Exposure to Apple Logo May Induce Greater Creativity

A recent study shows, “subliminal brand exposures can cause people to act in very specific ways,” said Gráinne Fitzsimons. . . . [Even] imperceptible exposure is enough to spark changes in behavior."

For better or worse.

"People who were exposed to the Apple logo generated significantly more unusual uses for the [test object] compared with those who were primed with the IBM logo, the researchers said. In addition, the unusual uses the Apple-primed participants generated were rated as more creative by independent judges."

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