The logo ‘visual thickness effect’: When and why it boosts brand personality

Although the literature suggests that logos impart symbolic meanings via visual elements that influence consumers' early evaluation of brands, few such elements have been studied, with others (e.g., logo thickness) awaiting scholarly investigation. According to the literature, visual thickness seems to influence perception of power and consumers' consequent judgments. This research tests and theorises the influence of the logo visual thickness effect on consumer behaviour. Results of five studies employing more than 4000 MTurk participants and 20 fictitious logos suggest that thick logos boost perception of brand personality mediated by a pronounced perception of brand power. In addition, the logo-thickness-induced perception of brand power is negatively moderated by consumers' level of perceived power of the self. Further, the perception of brand power induced by logo thickness is moderated by consumers' level of visuospatial sketchpad, meaning that people with high (vs. low) visuospatial sketchpad can cancel out the extraneous influence of logo thickness while evaluating the underlying brand, once the stimulus magnitude hits the salience threshold. Theoretical and managerial implications are accordingly provided.     

The hard-won benefits of familiarity in visual search: naturally familiar brand logos are found faster

Familiar items are found faster than unfamiliar ones in visual search tasks. This effect has important implications for cognitive theory, because it may reveal how mental representations of commonly encountered items are changed by experience to optimize performance. It remains unknown, however, whether everyday items with moderate levels of exposure would show benefits in visual search, and if so, what kind of experience would be required to produce them. Here, we tested whether familiar product logos were searched for faster than unfamiliar ones, and also familiarized subjects with previously unfamiliar logos. Subjects searched for preexperimentally familiar and unfamiliar logos, half of which were familiarized in the laboratory, amongst other, unfamiliar distractor logos. In three experiments, we used an N-back-like familiarization task, and in four others we used a task that asked detailed questions about the perceptual aspects of the logos. The number of familiarization exposures ranged from 30 to 84 per logo across experiments, with two experiments involving across-day familiarization. Preexperimentally familiar target logos were searched for faster than were unfamiliar, nonfamiliarized logos, by 8 % on average. This difference was reliable in all seven experiments. However, familiarization had little or no effect on search speeds; its average effect was to improve search times by 0.7 %, and its effect was significant in only one of the seven experiments. If priming, mere exposure, episodic memory, or relatively modest familiarity were responsible for familiarity’s effects on search, then performance should have improved following familiarization. Our results suggest that the search-related advantage of familiar logos does not develop easily or rapidly.     

Visual and phonological codes in repetition blindness.

Repetition blindness (RB) is the inability to detect or recall a repeated word in rapid serial visual presentation. The role of visual versus phonological (name) similarity in RB was examined. RB was found for single letters, whether printed in the same or different cases, and for single digits, whether represented verbally (nine), as arabic numerals (9), or in a mixture of the 2 formats. Hence, visual similarity is not necessary to produce RB. RB was obtained between homophonic pairs (won/one), showing that phonological similarity is sufficient to produce RB, although visual identity also contributes to RB. It is proposed that RB results when the codes used for initial registration of the targets in short-term memory are similar. This initial code may be predominantly visual or predominantly phonological.     

消费者自我构念、独特性需求与品牌标识形状偏好

市场上品牌标识形状各具形态,它们已成为吸引消费者眼球的重要品牌要素,如何设计出科学实效的品牌标识形状已成为营销策略中基础而又关键的内容。什么形状的品牌标识更能获得目标群体的偏爱?本文从自我构念的水平视角出发,推论认为不同自我构念的个体在"独特性需求"上具有显著差异,由此形成对多角和圆润的品牌标识形状的偏好差异,独特性需求在自我构念与品牌标识形状偏好之间起中介作用。文章通过4个实验,一致证实独立型自我构念的消费者独特性需求更高,偏爱多角的品牌标识;相依型自我构念的消费者,独特性需求更低,偏爱圆润的品牌标识。但上述效应只存在于公开产品购买情境,当消费者购买和使用私人产品时,无论个体的自我构念是独立型还是相依型,他们对品牌标识多角与圆润的偏好没有显著差异。本文推进了自我构念、独特性需求、品牌标识形状等领域的理论研究,为企业在设计、调整品牌标识形状及制定配套营销策略方面提供了丰富的战略启示。     

Effect of brand name on consumers' risk perceptions of online shopping

The purpose of the present study was to investigate the relationship between brand names and consumers' perceived risk. Hypotheses dealt with whether the presence of a product's brand name affects consumers' perceived risk towards shopping online; whether the familiarity with a brand name influences consumers' perceived risk; and whether online shoppers and non‐shoppers perceive risk towards shopping online differently. Results indicate that the presence or absence of a product's brand name affects online shoppers' perceived risk, but in the opposite direction to that expected. There was no significant difference between online shoppers' perceived risk vis‐à‐vis brand familiarity; however, online shoppers possessed lower perceived risk than non‐shoppers. Implications and limitations are discussed and recommendations for future research are provided. Copyright © 2004 Henry Stewart Publications Ltd.     

A set of 150 pictures with morphologically complex English compound names: Norms for name agreement,familiarity, image agreement,and visual complexity

We present a set of 150 pictures with morphologically complex English compound names. The pictures were collected from various sources and were standardized to appear as grayscale line drawings of a fixed size. All the compounds had two constituents and were primarily of the noun–noun type. Following previous studies, we collected name agreement (percentage and H), familiarity, image agreement, and visual complexity norms, as well as frequency estimates for the whole compound word and its first and second constituents. These pictures and their corresponding norms (available from the Psychonomic Society's supplemental archive) are a valuable tool in the study of the morphological representation of complex words in language processing.     

Russian norms for name agreement,image agreement for the colorized version of the Snodgrass and Vanderwart pictures and age of acquisition,conceptual familiarity,and imageability scores for modal object names

The aim of the present study was to provide Russian normative data for the Snodgrass and Vanderwart (Behavior Research Methods, Instruments, & Computers, 28, 516–536, 1980) colorized pictures (Rossion & Pourtois, Perception, 33, 217–236, 2004). The pictures were standardized on name agreement, image agreement, conceptual familiarity, imageability, and age of acquisition. Objective word frequency and objective visual complexity measures are also provided for the most common names associated with the pictures. Comparative analyses between our results and the norms obtained in other, similar studies are reported. The Russian norms may be downloaded from the Psychonomic Society supplemental archive.     

Subjective familiarity of English word/name homophones

The subjective familiarity of 40 homophone pairs was examined. The homophones consisted of monosyllabic English words (on one reading) and male first names (on the other)—for example,art andArt. Subjects heard these homophones embedded in two kinds of lists, one with 40 unambiguous words and one with 40 unambiguous names. Ratings were made for familiarity as words and as names. These correlated significantly with the log of printed frequency (.63 for words, .53 for names). In a final task, just the homophones were presented, and the subjects were asked for a comparative rating of whether the word usage or the name usage was more familiar. This direct comparison correlated well (.91) with the difference between the ratings for the name and word familiarities, but less well (.55) with the differences between the printed frequencies of the word and name meanings. This indicates either consistent biases in the judgments or true differences between printed frequencies and subjective familiarity.     

记忆重构和信心评估:商标属性与使用经验的影响

记忆是重现,还是重构?已有理论存在争论。本研究以商标信息为实验材料,应用任务分离范式、元记忆检测范式等方法,探讨了商标属性和用户使用经验对记忆重构的影响。结果发现:(1)商标信息的正确回忆频数及成绩显著低于错误回忆的频数和成绩。(2)简单商标的记忆成绩高于复杂商标的记忆成绩;同时,忠实用户对商标信息的记忆成绩显著高于非忠实用户;(3)在回忆任务之前,人们对商标信息的回忆及其信心评估存在分离;但在回忆任务后二者的变化趋于一致。这表明,复杂程度对商标信息的记忆重构存在显著影响,而且存在用户类型差异;商标信息的记忆重构过程中元认知判断及信心评估会发生变化。     

Visual events modulated by sound in repetition blindness

Repetition blindness (RB; Kanwisher, 1987) is the term used to describe people’s failure to detect or report an item that is repeated in a rapid serial visual presentation (RSVP) stream. Although RB is, by definition, a visual deficit, whether it is affected by an auditory signal remains unknown. In the present study, we added two sounds before, simultaneous with, or after the onset of the two critical visual items during RSVP to examine the effect of sound on RB. The results show that the addition of the sounds effectively reduced RB when they appeared at, or around, the critical items. These results indicate that it is easier to perceive an event containing multisensory information than unisensory ones. Possible mechanisms of how visual and auditory information interact are discussed.     

A set of 400 pictures standardized for French: Norms for name agreement, image agreement, familiarity, visual complexity, image variability, and age of acquisition

The present article provides French normative measures for 400 line drawings taken from Cycowicz, Friedman, Rothstein, and Snodgrass (1997), including the 260 line drawings that were normed by Snodgrass and Vanderwart (1980). The pictures have been standardized on the following variables: name agreement, image agreement, familiarity, visual complexity, image variability, and age of acquisition. These normative data also include word frequency values and the first verbal associate (taken from Ferrand & Alario, 1998). The six variables obtained are important because of their potential effect in many fields of psychology, especially the study of cognitive processes such as visual perception, language, and memory.     

Repetition blindness and illusory conjunctions: errors in binding visual types with visual tokens.

Repetition blindness (Kanwisher, 1986, 1987) has been defined as the failure to detect or recall repetitions of words presented in rapid serial visual presentation (RSVP). The experiments presented here suggest that repetition blindness (RB) is a more general visual phenomenon, and examine its relationship to feature integration theory (Treisman & Gelade, 1980). Experiment 1 shows RB for letters distributed through space, time, or both. Experiment 2 demonstrates RB for repeated colors in RSVP lists. In Experiments 3 and 4, RB was found for repeated letters and colors in spatial arrays. Experiment 5 provides evidence that the mental representations of discrete objects (called "visual tokens" here) that are necessary to detect visual repetitions (Kanwisher, 1987) are the same as the "object files" (Kahneman & Treisman, 1984) in which visual features are conjoined. In Experiment 6, repetition blindness for the second occurrence of a repeated letter resulted only when the first occurrence was attended to. The overall results suggest that a general dissociation between types and tokens in visual information processing can account for both repetition blindness and illusory conjunctions.     

Visual and name coding in dyslexic children

Summary Four experiments are reported which were designed to test for differences between dyslexic and non-dyslexic subjects at a number of visual information processing functions. It is argued that the older dyslexic child's reading problems cannot be ascribed to slowness of visual code production, to the limited capacity of the system, or to an extra rapid rate of decay. The results are compatible with the theory that, as a group, the dyslexic children tested show a slowness or inadequacy at a non-visual, name or linguistic coding level. It is suggested that this deficiency does not lie in the area of articulatory encoding but at an earlier stage where phonological or lexical codes are produced from visual stimuli.     

By which name should I call thee? The consequences of having multiple names.

The nominal competitor effect suggests that, when a person has two names associated with them, recall of either name is more difficult than if they just had one name. Drawing on a connectionist framework, this effect could arise either if multiple names were represented as being connected to a single person identity node (PIN), or if multiple names were represented as being connected via one-to-one links to multiple PINs. Whilst the latter has intuitive appeal, results from two experiments support the former architecture. Having two names connected to a single PIN not only gives rise to a nominal competitor effect (Experiment 1), but also gives rise to a familiarity enhancement effect (Experiment 2). These empirical results are simulated using an extension of Brédart, Valentine, Calder, and Gassi's (1995) connectionist architecture, which reveals that both effects hold even when the association of both names to the PIN is unequal. These results are presented in terms of a more complete model for person recognition, and the representation of semantic information within such a model is examined.     

A cross-culturally standardized set of pictures for younger and older adults: American and Chinese norms for name agreement,concept agreement,and familiarity

The present study presents normative measures for 260 line drawings of everyday objects, found in Snodgrass and Vanderwart (1980), viewed by individuals in China and the United States. Within each cultural group, name agreement, concept agreement, and familiarity measures were obtained separately for younger adults and older adults. For a subset of 57 pictures (22%), there was equivalence in both name agreement and concept agreement, and for an additional subset of 29 pictures (11%), there was nonequivalent name agreement but equivalent concept agreement, across all culture-by-age groups. The data indicate substantial differences across culture-by-age groups in name agreement percentages and number of distinct name responses provided. We discovered significant differences between older and younger American adults in both name agreement percentages (67 pictures, or 26%) and concept agreement percentages (44 pictures, or 17%). Written naming responses collected for the entire set of Snodgrass and Vanderwart pictures showed shifts in both naming and concept agreement percentages over the intervening decades: Although correlations in name agreement were strong (r = .71,p < .001) between our younger American samples and those of Snodgrass and Vanderwart, name agreement percentages have changed for a substantial proportion (33%) of the 260 pictures; moreover, 63% of the stimuli for which Snodgrass and Vanderwart reported concept agreement now appear to differ. We provide comprehensive comparison statistics and tests for both the present study and prior ones, finding differences across numerous item-level measures. The corpus of data suggests that substantial differences in all measures can be found across age as well as culture, so that unequivocal conclusions with respect to cross-cultural or age-related differences in cognition can be made only when appropriate stimuli are selected for studies. Data for all 260 pictures, for each of the four groups, and all supporting materials and tests are freely archived athttp://agingmind.cns.uiuc.edu/Pict Norms. The full set of these norms may be downloaded fromwwwpsychonomic.org/archive/.     

Expanded norms for 400 experimental pictures in an Argentinean Spanish-speaking population

The study of the cognitive processes in the production of language demands careful selection of stimuli and requires normative databases. The main goal of the present research was to collect normative data for the set of 400 figures taken from Cycowicz, Friedman, Rothstein, and Snodgrass (1997; including the 260 figures of Snodgrass & Vanderwart, 1980) using a sample of native Argentinean Spanish speakers. The pictures have been standardized on the following variables: name agreement, image agreement, familiarity, visual complexity, image variability, age of acquisition, and word association. The obtained norms were compared with the normative data of other studies in Spanish, English, and French. This comparison highlights the variability of some of the measures (e.g., name agreement in naming and verbal association) across the different studies and confirms the necessity of elaborating specific norms that are adapted to the studied population’s linguistic and sociocultural context. The norms described may be downloaded as supplemental materials for this article from http://brm.psychonomic-journals.org/content/supplemental.     

Category-specific naming impairments? Yes

Recently, Stewart, Parkin, and Hunkin (1992) have questioned previously reported cases of selective damage in processing items from categories of animate objects, arguing that there has been a lack of adequate control for visual familiarity, visual complexity, and name frequency of the stimuli employed. When re-testing Michelangelo (see Sartori & Job, 1988), one of the patients cited by Stewart et al. (1992), with a set of materials matched on all three factors, the asymmetry in naming animal and artefact items still remains. An analogous pattern is obtained when--in addition to such factors--the visual similarity within the sub-sets of animals and artefacts is taken into account. These results constitute empirical evidence for category-specific impairments and cannot be interpreted as being due to isolated or conjoint effects of visual familiarity, visual complexity, or name frequency.     

A standardized set of 260 pictures for Turkish: Norms of name and image agreement,age of acquisition,visual complexity,and conceptual familiarity

In the present study, normative data in Turkish are presented for the 260 color versions of the original Snodgrass and Vanderwart (1980) picture set for the first time. Norms are reported for name and image agreement, age of acquisition (AoA), visual complexity, and conceptual familiarity, together with written word frequency, and numbers of letters and syllables. We collected data from 277 native Turkish adults in a variety of tasks. The results indicated that, whilst several measures displayed language-specific variation, we also reported what seem to be language-independent—that is, universal—measures that show a systematic relationship across several languages. The implications of the reported measures in the domain of psycholinguistic research in Turkish and for wider cross-linguistic comparisons are discussed.     

When distorted logos are recognized as original? The role of the DRM procedure in detection of immediate and delayed consumers’ errors

IntroductionTo deal effectively with the market, one must create a distinct logo from competing logos. However, it is not uncommon that similarities between logos of various companies are enough to mislead consumers. This paper shows how the DRM paradigm as well as prototype theories can be used to investigate correct and erroneous recognitions of distorted familiar and unfamiliar logos in short- and long-term memory.MethodThe modified hybrid DRM procedure was adopted to test brand images that were distorted but perceptually similar. Participants performed the experimental task in which short- and long-term memory for logos were tested.ResultsThe results demonstrated no difference in memory performance between familiar and unfamiliar logos after a short delay. However, a discrepancy between recognizing both types of logos arose in long term memroy toward more errors for familiar images.ConclusionsThe results confirm that the DRM procedure can be successfully used by marketers as a potential tool in either detecting unfair competition or launching new brands.