“A new study that will appear in next month’s Journal of Consumer Research suggests that the vaunted Reality Distortion Field may be grounded in reality, revealing that Apple’s efforts have paid off in unexpected ways: not only do consumers consider Apple creative, but the subliminal display of an Apple logo is enough to motivate them to be more creative. The study provides some revealing insights into the very strange inner workings of our brains,” John Timmer reports for Ars Technica.
“Students were given tasks that either subliminally or overtly exposed them to the corporate logos. Afterwards, they were given an ‘unusual use test,’ in which they were given the opportunity to come up with creative uses for a brick. Both total number of uses, and a panels’ subjective rating of their creativity were scored. Using either measure, the exposure to the Apple brand, even subliminally, primed the students to greater creativity,” Timmer reports.
“The authors argue that this effect was motivational… Surveys revealed that those who desire to be more creative scored higher when exposed to the Apple logo, while those who had no such motivation were indifferent to the exposure,” Timmer reports.
Full article here.
MacDailyNews Take: When exposed to the Microsoft brand, participants were strongly motivated to [fill in the blank].
I have one under my bed….
That’s pretty ridiculous. Even I’m not enough of a fanboy to get a grip on that nonsense.
No, wait. That’s a pyramid.
What kind of brick? Was it a Dell or an HP?
Actually, it’s a pyramid scheme….
When exposed to the Microsoft brand, participants were strongly motivated to take their own lives.
It’s all about the fruit of your labor.
Starbucks makes me want to kill a whale. McDonald’s makes me want to take heavy drugs and move to St. Louis. And Microsoft has probably boosted more sales of Viagra than Vista.
When exposed to the Microsoft brand, participants were strongly motivated to take a dump.
must have been a bricked iphone that would motivate anyone to get it working.
When exposed to the Microsoft brand, participants were strongly motivated to vomit.
Predictably, the brick shithouse won the teacher’s attention.
When exposed to the Microsoft brand, participants were strongly motivated to switch to Apple
When exposed to the Microsoft brand, participants were strongly motivated to whack themselves in the face with baseball bats.
When exposed to the Microsoft brand, participants were strongly motivated to pull their hair out.
When exposed to the Microsoft brand, participants were strongly motivated stop thinking and to copy ideas
When exposed to the Microsoft brand, participants were strongly motivated to… laugh?
When exposed to the Microsoft brand, participants were strongly motivated to press CTRL-ALT-DEL
Yeah, the Apple logo is great if you don’t mind GLOSSY! Oh my eyes. </sarcasm>
When exposed to the Microsoft brand, participants were strongly motivated to jump through a 10th story window.
When exposed to the Microsoft brand, participants were strongly motivated to repackage the brick with bright colors, call it Bricksta and sell it for $400.
When exposed to the Microsoft brand, participants were strongly motivated to raise their sales prices without added value
When exposed to the Microsoft brand, participants were strongly motivated to dress funny
When exposed to the Microsoft brand, participants were strongly motivated to stop producing offspring
When exposed to the Microsoft brand, participants were strongly motivated to drink the blood of puppies.
When exposed to the Microsoft brand, participants were strongly motivated to put a hole in the wall with their head.
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When exposed to the Microsoft brand, participants were strongly motivated to change jobs
When exposed to the Microsoft brand, participants were strongly motivated to badly copy their neighbor’s solutions.
When exposed to the Microsoft brand, participants were strongly motivated to hit themselves in the head with the brick
When exposed to the Microsoft brand, participants were strongly motivated to call it “Zune 3”
When exposed to the Microsoft brand, participants were strongly motivated to suck on MAC, dorks.
Afterwards, they were given an ‘unusual use test,’ in which they were given the opportunity to come up with creative uses for a brick.
They invented the Zune.
When exposed to the Microsoft brand, participants were strongly motivated to shove the bricks up their asses, shit them out, and then try unsuccessfully to sell them as Zunes.
When exposed to the Microsoft brand, participants began acting like Monkey-Boy-Balmer.
When exposed to the Apple brand, participants began masturbating vigorously!
The brick was obviously a Zune… and exposure to the Microsoft logo created the urge to hurl, er throw the brick at Elliot Spitzer for punishment fo rusing his American Excuse Card to pay for his side.
Obviously, Spitzer is a MS user!
Having an Apple logo near you – tattooed to your (fill in the blank) makes you the (fill in the blank) in your (fill in the blank)…
Now that should be an adventure!
Funny story – what people will research for a Piled Higher & Deeper! (Ph.D.)
When exposed to the Microsoft brand, participants were strongly motivated to claim they innovated the brick and sue all brick homebuilders for infringing upon their innovation.
When exposed to the Microsoft brand, participants were strongly motivated to create another purposeless spreadsheet.
When exposed to the Microsoft brand, participants were strongly motivated to…wait, what was the question? I feel not only the creativity, but the very life force being sucked out of me. Get that MS away from me!
When exposed to the Microsoft brand, people’s blood pressure rises. A lot.
Back for a 2nd try:
When exposed to the Microsoft brand, participants were strongly motivated to wipe and reinstall.
Hey MAC lemmings, all those “When exposed to the Microsoft brand…” comments aren’t funny at all.
When exposed to the Apple brand, participants became smug and pretentious proclaiming “look at me, I’m doing something super creative when I could be updating the McMillan proposal in Excel for Mr. Dithers on a stinky little Windows machine.”
Whatever.
Us Dell + Vista power users in the REAL WORLD will be getting stuff done.
Your potential. Our passion.™
When exposed to the Apple brand, participants in the Redmond area were strongly motivated to throw chairs around…
When exposed to the Microsoft brand, participants were strongly motivated to throw a chair across the room and curse violently.
I put an Apple sticker on my fridge, and now my meat and fruit stays fresh for MONTHS!
When exposed to the Microsoft brand, participants were strongly motivated to . . . BE POOPED ONNNNNNNNNN!!!!
When exposed to the Microsoft brand, Zune Tang® was motivated to seek therapy for cognitive dissonance
When exposed to the Microsoft brand, participants showed a propensity to act like cattle. As one would after being “branded” as a possession which, to Microsoft, is what the customer is.
When staring at the Apple logo, I get the sensation to write a boring, ridiculous article just like this one on such a boring, slow news day. When trimming arm pit hairs, the stimulation and acceleration of ear and nose hair growth increases dramatically. Is that less boring?
When exposed to the Microsoft brand, particpants were strongly motivated to reboot… AGAIN!
When exposed to the Microsoft brand, particpants were strongly motivated to claim that the brick was interesting but they would be releasing a brick with newer and more innovative features that has been in development for “some time”. After 1 year the brick will be released but it will only be slightly larger and not compatible with any existing mortar or cement.
When exposed to the Microsoft brand, participants were strongly motivated to defecate.
When exposed to the Microsoft brand, participants were strongly motivated to commit suicide.
When exposed to Zune Tang® MDN posters often rise to the bait. (Stinkbait?)
These fools have it going the other way around. Creative people choose Apple because it is simply more fluid and easy to work with. If their is any correlation it’s this, not Apple making people creative.
@ Blue Dream:
Are you the ‘Blue Dream of Death’ …?
And what man trims their arm-pit hairs? Are you a girl?
If you are, do you have much ear and nose hair growth?
You’re sounding more like a neanderthal by the minute. Or as we say around these parts: A Microsoft Windows/Vista user.
An interesting take on the effect of corporate logos can be found in the excellent book “No Logo”, by Naomi Klein.
http://www.naomiklein.org/no-logo
– Hal –
Hey Zune Tang,
Your take was pretty good today.
When exposed to the Microsoft brand, participants were strongly motivated to chant, “developers, developers, developers. Developers, developers, deveopers!”
MacDailyNews Take: When exposed to the Microsoft brand, participants were strongly motivated to [fill in the blank].
Kill Themselves
When exposed to the Microsoft brand, participants were strongly motivated to put a few dozen stickers all over the brick in a doomed attempt to enhance its perceived value. Then participants attempted to sell the same brick in several useless iterations with a multitude of prices associated with each. When the participants recognized the inevitable current and future failure of their efforts, they retired to charitable and philanthropic work.
To spaceMan: “. . . the excellent book ‘No Logo'”
Thanks. It looks interesting.
“When exposed to Vista, participants were strongly motivated to …” Your readers gave some great answers…
This would make a great Apple ad. I can see it now: A guy in a white lab coat with a roomful of consumers is conducting a focus group. When he poses the question… well, the answers speak for themselves…
@anim8tme: Nice one!
When exposed to the Microsoft brand, participants were strongly motivated to look around for the fabled big ass table. Finding none they will then announce a new initiative to rent you everthing you already own only in new colors with a new name, upside down and backwards, more expensive and for as much money as is necessary to continue the profit growth curve up as its current slope.
No need to worry. Buy a new table now. It has a big ass ready sticker on it.
When exposed to the Microsoft brand, particpants were strongly motivated to HACK OFF PROTRUDING BODY PARTS WITH A RON POPEIL AMAZING GINSU KNIFE!
MW: poor. Yeah, it was, I admit it.
At first I thought this was an April 1st article…
But after thinking about it: Brands are VERY VERY powerful ideas/images. Logos directly represent them. It’s not the logo itslef, but the 30 years of meaning behind it. It is actually plausible that it would be powerful enough to change someone’s state of mind.
Apple has, of course, carefully and masterfully nutured its brand image over these years.
That said, of course, I’d love to see this actually independently repeated. And it is only a matter of time before we read the study where exposure to the Apple logo diminishes a subject’s ability to perform mundane tasks… haha.
And of course these are averages. There are plenty out there who have a visceral hatred for all things Apple–I bet their reactions are measurable different (though who knows what way). Still that would not refute my thesis that brands are “powerful”. (And personally I still hate the at&t;brand for its image when it was Ma Bell–even though today’s at&t;is a totally different company… who bought a very powerful brand.)
Oh, and just because this is plausible don’t make it true. Could be some apple haters are funnin’ with us…
> Surveys revealed that those who desire to be more creative scored higher when exposed to the Apple logo, while those who had no such motivation were indifferent to the exposure
That just shows that those who are motivated to be more creative switch to Mac (or already use Macs), those who are “indifferent” about creativity stick with Windows.
This is a very “creative” study. The researcher must have been watching an Apple ad on TV when they came up with it.
When exposed to the Microsoft brand, participants were strongly motivated to eat a banana and do the monkey dance.
… purchase a stool softener.
When exposed to the Microsoft brand, participants were strongly motivated to pick up a chair and throw it across the room!
… to endorse apathy
MDN sez: “When exposed to the Microsoft brand, participants were strongly motivated to [fill in the blank].”
Swear: ‘You F’ing POS!’ loudly and often.
This has actually been a recurring problem when I at client’s offices working on their ‘doze boxes (as opposed to Macs). I have to mentally muzzle myself so as not to offend people within earshot.
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