Is Simplicity Within a Logo the Key to Increased Consumption?
DOI:
https://doi.org/10.26481/marble.2016.v2.253Keywords:
marketing, processing fluency, consumption, consumer behaviorAbstract
This study aims to identify whether a flat, simple logo increases the amount consumed for the corresponding product due to processing fluency of the logo. An experiment was run to test whether a complex logo and a simple logo had different effects on consumption. The main findings were that there was no significant difference between the two logos, however it was identified that the fluent logo had a higher average consumption weight in comparison to the disfluent. Further, the relationship between logo and consumption was stronger when a consumer was highly design oriented, because they more strongly value the product design and how it matches their visual aesthetics.
References
Alter A. L. & Oppenheimer D. M. (2008), Easy on the Mind, Easy on the Wallet: The Roles of Familiarity and Processing Fluency in Valuation Judgments, Psychonomic Bulletin & Review, 15 (October), 985-90
Alter A. L. & Oppenheimer D. M. (2009). Uniting the Tribes of Fluency to Form a Metacognitive Nation. Society for Personality and Social Psychology, 13 (3), 219-235.
Baker, M. J., & Balmer, J. M. T. (1997). Visual identity: Trappings or substance? European Journal of Marketing, 31(5/6), 366–383.
Bloch, P. H., Brunel, F. F. & Arnold T. J. (2003). Individual Differences in the Centrality of Visual Product Aesthetics: Concept and Measurement. Journal of Consumer Research, 29(4), 551-565
Foroudi P., Melewar T.C., & Gupta S. (2014). Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting. Journal of Business Research, 67, 2269-2281
Henderson, P. W., & Cote, A. (1998). Guidelines for selecting or modifying logos. Journal of Marketing, 62, 14–30.
Herman, C. P., & Polivy, J. (1980). Retrained eating. In A. J. Stunkard (Ed.), Obesity (pp.
–225). Philadelphia: Saunders.
Müller, B., Kocher, B., & Crettaz, A. (2011). The effects of visual rejuvenation through brand logos. Journal of Business Research. 66 (1) 82–88 http://dx.doi.org/10.1016/j.jbusres.2011.07.026.
Park C. W., Eisingerich A. B., Pol G., Park J. W. (2013). The role of brand logos in firm performance. Journal of Business Research 66, 180-187.
Petrova K. P. & Cialdini B. R. (2005), Fluency of Consumption Imagery and the Backfire Effects of Imagery Appeals, Journal of Consumer Research, 32 (December), 442-452
Reber, R., & Schwarz, N. (1999). Effects of perceptual fluency on judgments of truth. Consciousness and Cognition, 8, 338-342.
Reber, R., Winkielman, P., & Schwarz, N. (1998). Effects of perceptual fluency on affective judgments. Psychological Science, 9, 45-48.
Wallace, R. (2001). Proving our value: Measuring package design's return on investment. Design Management Journal, 12(3), 20–27.
Whittlesea, B. W. A., Jacoby, L. L., & Girard, K. (1990). Illusions of immediate memory: Evidence of an attributional basis for feelings of familiarity and perceptual quality. Journal of Memory and Language, 29, 716–732.
Winkielman, P. &. Cacioppo, J. T. (2001). Mind at ease puts a smile on the face: Psychophysiological evidence that processing facilitation elicits positive affect. Journal of Personality and Social Psychology , 81, 989–1000.
Woo, J. J., Chang-Hoan, C., & Hyuck Joon, K. (2008). The role of affect and cognition in
consumer evaluations of corporate visual identity: Perspectives from the United States and Korea. Journal of Brand Management, 15(6), 382–398.
