Tweaking your logo

Abstract

The ever increasing exposure to brands in our lives has led to a new problem for marketers; when exposed to the same stimulus (e.g. a commercial or a logo) over and over again, consumers get bored and respond negatively to the brand. In this research, the effect of subliminally priming logos on feelings, brand evaluations and purchase decisions was studied. Subliminal priming of both logo variations and of normal logos enhanced surprise, the feeling of thrilledness, brand attitude, loyalty, and purchase intention, compared to a control group. Results also indicate that subliminal priming can prevent consumers from discounting marketing efforts.