A few years back, the results of a study conducted to determine if brand exposure motivates behavior was published in the Journal of Consumer Research. The researchers determined that when primed with the Apple logo, respondents did indeed think different, and became more creative than when exposed to the IBM logo. Similarly, in a paper published by Psychological Science, Zhong and DeVoe flashed fast-food images in front of one group of participants. The second group was exposed to neutral images. The fast-food group were spurred on, reading a 320-word passage a full 15 seconds faster than the neutral group.
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