Psychologists investigate properties of known trademarks
A recent study on the psychology of trademarks shows that they are perceived by the same psychological mechanisms as those, which enable the recognition of faces.
The survey, whose result is particularly interesting for the advertising industry and brand management, originated at the Institute for Experimental Business Psychology at Leuphana University of Lüneburg.
For their investigation, Professor Dr. Rainer Höger and his assistant, Anne Lange compared the reactions of viewers to 16 well-known brands, such as Coca Cola, Rolex, Porsche or Apple and 18 computer-generated faces. The evaluation of the faces had already been tested in previous studies.
The subjects of the study were asked to evaluate both pictures according to predefined categories. They were asked, among other things, to evaluate them according to trustworthiness, care, strength or assertiveness.
The investigations showed that two basic dimensions dictated a large proportion of the way not only trademarks, but also faces are perceived. One of the dimensions constitutes overall assessment.
It represents the observer’s assessment of how trustworthy brand marks or persons are and how well-disposed they are towards them.
The other dimension concerns the impression of strength. This involves acting on the ability to correctly detect intentions – be they good or bad.
Well-known brands are inclined to use the faces of celebrities, believing they will bring a lot of attention. Regardless of the popularity of the advertising medium, the observer also links their image to certain properties. It is also possible to test whether this fits the brand image.
The newly acquired knowledge about the perception of faces and associated brands will help better identify what determines the perception of brands and how to influence this process. This will create new opportunities for the management and the targeted improvement of brand images.
Henning Zuehlsdorff | idw - Informationsdienst Wissenschaft
Innovative genetic tests for children with developmental disorders and epilepsy
11.07.2018 | Christian-Albrechts-Universität zu Kiel
Oxygen loss in the coastal Baltic Sea is “unprecedentedly severe”
05.07.2018 | European Geosciences Union
For the first time ever, scientists have determined the cosmic origin of highest-energy neutrinos. A research group led by IceCube scientist Elisa Resconi, spokesperson of the Collaborative Research Center SFB1258 at the Technical University of Munich (TUM), provides an important piece of evidence that the particles detected by the IceCube neutrino telescope at the South Pole originate from a galaxy four billion light-years away from Earth.
To rule out other origins with certainty, the team led by neutrino physicist Elisa Resconi from the Technical University of Munich and multi-wavelength...
For the first time a team of researchers have discovered two different phases of magnetic skyrmions in a single material. Physicists of the Technical Universities of Munich and Dresden and the University of Cologne can now better study and understand the properties of these magnetic structures, which are important for both basic research and applications.
Whirlpools are an everyday experience in a bath tub: When the water is drained a circular vortex is formed. Typically, such whirls are rather stable. Similar...
Physicists working with Roland Wester at the University of Innsbruck have investigated if and how chemical reactions can be influenced by targeted vibrational excitation of the reactants. They were able to demonstrate that excitation with a laser beam does not affect the efficiency of a chemical exchange reaction and that the excited molecular group acts only as a spectator in the reaction.
A frequently used reaction in organic chemistry is nucleophilic substitution. It plays, for example, an important role in in the synthesis of new chemical...
Optical spectroscopy allows investigating the energy structure and dynamic properties of complex quantum systems. Researchers from the University of Würzburg present two new approaches of coherent two-dimensional spectroscopy.
"Put an excitation into the system and observe how it evolves." According to physicist Professor Tobias Brixner, this is the credo of optical spectroscopy....
Ultra-short, high-intensity X-ray flashes open the door to the foundations of chemical reactions. Free-electron lasers generate these kinds of pulses, but there is a catch: the pulses vary in duration and energy. An international research team has now presented a solution: Using a ring of 16 detectors and a circularly polarized laser beam, they can determine both factors with attosecond accuracy.
Free-electron lasers (FELs) generate extremely short and intense X-ray flashes. Researchers can use these flashes to resolve structures with diameters on the...
13.07.2018 | Event News
12.07.2018 | Event News
03.07.2018 | Event News
19.07.2018 | Earth Sciences
19.07.2018 | Power and Electrical Engineering
19.07.2018 | Materials Sciences