Breaking Through Complexity: Visual and Conceptual Dimensions in Logo Evaluation across Exposures. Issue 10 (October 2014)

• Record Type: Journal Article
• Authors: Miceli, Gaetano "Nino"; Scopelliti, Irene; Raimondo, Maria Antonietta; Donato, Carmela
• Is Part Of: Psychology & marketing. Volume 31:Issue 10(2014)
• Page Start: 886
• Page End: 899
• Publication Date: 2014-10
• Subjects: Marketing -- Psychological aspects -- Periodicals; Motivation research (Marketing) -- Periodicals; Marketing -- Aspect psychologique -- Périodiques; Motivation, Études de (Marketing) -- Périodiques; 658.80019
• DOI: 10.1002/mar.20741
• Languages: English
• ISSNs: 0742-6046

Abstract

<abstract abstract-type="main"> <title>ABSTRACT</title> <p>This research investigates the effects of visual and conceptual complexity (VC and CC) on brand logo evaluations at single and multiple exposures. Building upon the theoretical distinction between visual and conceptual constructs and on a <italic>processing fluency</italic> account, it is proposed that the effects of VC and CC on attitude toward the logo change across exposures following opposite patterns, and are driven by the mechanisms of <italic>perceptual fluency</italic> and <italic>conceptual fluency</italic>, respectively. The results of a hybrid experimental study suggest that the initially positive effect of VC on attitude toward the logo becomes negative with multiple exposures, whereas the initially negative effect of CC on attitude toward the logo becomes positive as exposures increase. The findings contribute to research on consumer reactions to the visual elements of brands, and offer guidelines to brand managers and logo designers for leveraging on VC and CC, as well as on the number of exposures, in order to raise the attractiveness of logos.</p> </abstract>