Think Apple: It Boosts Creativity

Posted by on Apr 2, 2008 in Business, Marketing | No Comments

Well this is pretty interesting. According to a study to be published in the Journal of Consumer Research and as reported by the Wall Street Journal:

You don’t need to be a Mac owner to be a cutting-edge hipster. Turns out just thinking about Apple can make you more creative.

That’s according to researchers at Duke University and the University of Waterloo, who found that exposing people to a brand’s logo for 30 milliseconds will make them behave in ways associated with that brand. And in Apple’s case that means more creatively, Gavan Fitzsimons, one of the Duke professors who conducted the study, tells the Business Technology Blog. The study will be published in the April issue of the Journal of Consumer Research.

Scientists have long debated whether subliminal messages, the idea that subconscious exposure can shape behavior, really work. In recent years, the consensus opinion has tended towards no. But most studies measured if subliminal messages caused people to buy products. Fitzsimons and his colleagues wondered if the exposure resulted in behavioral changes that don’t show up on the balance sheet.

You can download a PDF of the complete findings here.

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