Study shows exposure to Apple logo increases creativity
Wednesday, March 19, 2008 - 12:12 PM EST "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....