Study: Subliminal Branding Affects Creativity

Durham, N.C. (AHN) - A recent study concluded that the subliminal effects of product branding may have an effect on a person's behavior, more specifically on the level of creativity.

Researchers from Duke University and the University of Waterloo drew their findings from an experiment that involved 341 students subtly exposed to the logos of IBM and Apple, as they were asked to come up with as many uses for bricks as they could.

According to Wired, the subjects were divided into two groups, with one group getting imperceptible flashes of the IBM logo, and the other with the Apple logo. Both groups were exposed to the logos for 30 milliseconds.

Results showed that the group exposed to the Apple logo produced 30 percent more ideas compared to those exposed to the IBM logo. The ideas put forth by the Apple group also appeared more creative than those given by the other group.

A similar experiment by the same researchers tested the differences between subjects exposed to The Disney Channel logo, and the E! celebrity channel logo.

Those exposed to the Disney logo reportedly appeared to have more honest behaviors compared to those who saw the E! logo.

While highlighting the indication that unconscious behavior is affected by powerful brands, the researchers were hesitant to directly identify a link between creativity, and the use of those products.

The findings are to appear in the April issue of the Journal of Consumer Research.