Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:


Wine labels with animals: Why they work

Traditional brand research argues that logos should be highly relevant to the product they represent in order to be successful.

However, marketers have recently begun using unusual visual identifiers that have little, if anything, to do with the product. For example, market research firm ACNielsen reports that nearly one in five of the table-wine brands introduced in the last three years features an animal on the label. A forthcoming study in the April 2008 issue of the Journal of Consumer Research reveals why this tactic is works.

“To our knowledge, this is the first experimental demonstration of the beneficial effects of unique visual identifiers that are not meaningfully related to the nature of the product,” write Aparna A. Labroo (University of Chicago), Ravi Dhar (Yale University), and Norbert Schwarz (University of Michigan).

Building on psychological research about processing fluency, the researchers find that consumers have an easier time processing images when they are already “primed” – that is, if they have already thought about the image earlier in an unrelated context or if they already associate the logo with something in their personal lives.

In one experiment, participants first had to do a word jumble, either searching for words related to dogs or words related to cats. They then participated in an ostensibly unrelated study and were asked to rate a series of products, including batteries and dog shampoo. Those who had done the word jumble relating to dogs rated the dog shampoo higher, on average, than those who had done the cat-related jumble.

The influence of priming, the researchers found, was most pronounced when exposure to the product before evaluation was limited to 16 milliseconds, a period of time shown in psychological experiments to be pre-cognitive. When more time was added to allow for cognitive elaboration, the results were less pronounced.

“Whereas common branding wisdom suggests that identifiers should be strongly associated with the product category, our findings suggest that it may be beneficial to choose visual identifiers that consumers strongly associate with themselves,” write Labroo, Dhar, and Schwarz.

The researchers also point out another important advantage non sequitur logos have over identifiers that are meaningfully related to the product (e.g. a picture of a winery or a bunch of grapes on a wine label). They are not shared by competitors – at least not yet.

Suzanne Wu | EurekAlert!
Further information:

More articles from Studies and Analyses:

nachricht Diagnoses: When Are Several Opinions Better Than One?
19.07.2016 | Max-Planck-Institut für Bildungsforschung

nachricht High in calories and low in nutrients when adolescents share pictures of food online
07.04.2016 | University of Gothenburg

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: New 3-D wiring technique brings scalable quantum computers closer to reality

Researchers from the Institute for Quantum Computing (IQC) at the University of Waterloo led the development of a new extensible wiring technique capable of controlling superconducting quantum bits, representing a significant step towards to the realization of a scalable quantum computer.

"The quantum socket is a wiring method that uses three-dimensional wires based on spring-loaded pins to address individual qubits," said Jeremy Béjanin, a PhD...

Im Focus: Scientists develop a semiconductor nanocomposite material that moves in response to light

In a paper in Scientific Reports, a research team at Worcester Polytechnic Institute describes a novel light-activated phenomenon that could become the basis for applications as diverse as microscopic robotic grippers and more efficient solar cells.

A research team at Worcester Polytechnic Institute (WPI) has developed a revolutionary, light-activated semiconductor nanocomposite material that can be used...

Im Focus: Diamonds aren't forever: Sandia, Harvard team create first quantum computer bridge

By forcefully embedding two silicon atoms in a diamond matrix, Sandia researchers have demonstrated for the first time on a single chip all the components needed to create a quantum bridge to link quantum computers together.

"People have already built small quantum computers," says Sandia researcher Ryan Camacho. "Maybe the first useful one won't be a single giant quantum computer...

Im Focus: New Products - Highlights of COMPAMED 2016

COMPAMED has become the leading international marketplace for suppliers of medical manufacturing. The trade fair, which takes place every November and is co-located to MEDICA in Dusseldorf, has been steadily growing over the past years and shows that medical technology remains a rapidly growing market.

In 2016, the joint pavilion by the IVAM Microtechnology Network, the Product Market “High-tech for Medical Devices”, will be located in Hall 8a again and will...

Im Focus: Ultra-thin ferroelectric material for next-generation electronics

'Ferroelectric' materials can switch between different states of electrical polarization in response to an external electric field. This flexibility means they show promise for many applications, for example in electronic devices and computer memory. Current ferroelectric materials are highly valued for their thermal and chemical stability and rapid electro-mechanical responses, but creating a material that is scalable down to the tiny sizes needed for technologies like silicon-based semiconductors (Si-based CMOS) has proven challenging.

Now, Hiroshi Funakubo and co-workers at the Tokyo Institute of Technology, in collaboration with researchers across Japan, have conducted experiments to...

All Focus news of the innovation-report >>>



Event News

#IC2S2: When Social Science meets Computer Science - GESIS will host the IC2S2 conference 2017

14.10.2016 | Event News

Agricultural Trade Developments and Potentials in Central Asia and the South Caucasus

14.10.2016 | Event News

World Health Summit – Day Three: A Call to Action

12.10.2016 | Event News

Latest News

Innovative technique for shaping light could solve bandwidth crunch

20.10.2016 | Physics and Astronomy

Finding the lightest superdeformed triaxial atomic nucleus

20.10.2016 | Physics and Astronomy

NASA's MAVEN mission observes ups and downs of water escape from Mars

20.10.2016 | Physics and Astronomy

More VideoLinks >>>