publication . Article . 2014

VISUAL AND CONCEPTUAL DIMENSIONS IN LOGO EVALUATION ACROSS EXPOSURES

Miceli, G.; Scopelliti, I.; Raimondo, M. A.; Donato, C.;
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  • Published: 10 Sep 2014 Journal: Psychology & Marketing, volume 31, pages 886-899 (issn: 0742-6046, Copyright policy)
  • Publisher: Wiley
  • Country: United Kingdom
Abstract
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 processing fluency 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 perceptual fluency and conceptual fluency, 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 ...
Subjects
free text keywords: Cognitive psychology, Perception, media_common.quotation_subject, media_common, Processing fluency, Logo, Attractiveness, Psychology, Fluency, Advertising, Conceptual fluency, HD28
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