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Mon, Dec 01, 2008 - 12:45 PM EST  —  AAPL: 89.73 (-2.94, -3.17%)  |  NASDAQ: 1441.45 (-94.12, -6.13%)

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].

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Reader Feedback: ( = registered)

Mar 19, 08 - 11:15 am Comment from: TowerTone

I have one under my bed....

Mar 19, 08 - 11:15 am Comment from: Thorin

That's pretty ridiculous. Even I'm not enough of a fanboy to get a grip on that nonsense.

Mar 19, 08 - 11:17 am Comment from: TowerTone

No, wait. That's a pyramid.

Mar 19, 08 - 11:18 am Comment from: HMCIV

What kind of brick? Was it a Dell or an HP?

Mar 19, 08 - 11:18 am Comment from: TowerTone

Actually, it's a pyramid scheme....

Mar 19, 08 - 11:20 am Comment from: Ghoulish Larry

When exposed to the Microsoft brand, participants were strongly motivated to take their own lives.

Mar 19, 08 - 11:22 am Comment from: Ampar

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.

Mar 19, 08 - 11:22 am Comment from: Journo

When exposed to the Microsoft brand, participants were strongly motivated to take a dump.

Mar 19, 08 - 11:22 am Comment from: ibrick

must have been a bricked iphone that would motivate anyone to get it working.

Mar 19, 08 - 11:23 am Comment from: Mr. Pepto

When exposed to the Microsoft brand, participants were strongly motivated to vomit.

Mar 19, 08 - 11:26 am Comment from: Ampar

Predictably, the brick shithouse won the teacher's attention.

Mar 19, 08 - 11:28 am Comment from: st1

When exposed to the Microsoft brand, participants were strongly motivated to switch to Apple

Mar 19, 08 - 11:29 am Comment from: Jason

When exposed to the Microsoft brand, participants were strongly motivated to whack themselves in the face with baseball bats.

Mar 19, 08 - 11:31 am Comment from: Blank Filler

When exposed to the Microsoft brand, participants were strongly motivated to pull their hair out.

Mar 19, 08 - 11:31 am Comment from: St1

When exposed to the Microsoft brand, participants were strongly motivated stop thinking and to copy ideas

Mar 19, 08 - 11:31 am Comment from: Jim

When exposed to the Microsoft brand, participants were strongly motivated to... laugh?

Mar 19, 08 - 11:32 am Comment from: St1

When exposed to the Microsoft brand, participants were strongly motivated to press CTRL-ALT-DEL

Mar 19, 08 - 11:33 am Comment from: Ampar

Yeah, the Apple logo is great if you don't mind GLOSSY! Oh my eyes. </sarcasm>

Mar 19, 08 - 11:33 am Comment from: Crabs

When exposed to the Microsoft brand, participants were strongly motivated to jump through a 10th story window.

Mar 19, 08 - 11:33 am Comment from: my 2 cents

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.

Mar 19, 08 - 11:34 am Comment from: st1

When exposed to the Microsoft brand, participants were strongly motivated to raise their sales prices without added value

Mar 19, 08 - 11:35 am Comment from: St1

When exposed to the Microsoft brand, participants were strongly motivated to dress funny

Mar 19, 08 - 11:35 am Comment from: St1

When exposed to the Microsoft brand, participants were strongly motivated to stop producing offspring

Mar 19, 08 - 11:36 am Comment from: Chip

When exposed to the Microsoft brand, participants were strongly motivated to drink the blood of puppies.

Mar 19, 08 - 11:36 am Comment from: djp

When exposed to the Microsoft brand, participants were strongly motivated to put a hole in the wall with their head. LOL

Mar 19, 08 - 11:37 am Comment from: st1

When exposed to the Microsoft brand, participants were strongly motivated to change jobs

Mar 19, 08 - 11:37 am Comment from: Fred Mertz

When exposed to the Microsoft brand, participants were strongly motivated to badly copy their neighbor's solutions.

Mar 19, 08 - 11:38 am Comment from: Quad Core

When exposed to the Microsoft brand, participants were strongly motivated to hit themselves in the head with the brick

Mar 19, 08 - 11:39 am Comment from: Quad Core

When exposed to the Microsoft brand, participants were strongly motivated to call it "Zune 3"

Mar 19, 08 - 11:39 am Comment from: Ampar

When exposed to the Microsoft brand, participants were strongly motivated to suck on MAC, dorks.

Mar 19, 08 - 11:42 am Comment from: ron

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.

Mar 19, 08 - 11:43 am Comment from: J Allard

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.

Mar 19, 08 - 11:43 am Comment from: Brau

When exposed to the Microsoft brand, participants began acting like Monkey-Boy-Balmer.

Mar 19, 08 - 11:46 am Comment from: Rob Nash

When exposed to the Apple brand, participants began masturbating vigorously!

Mar 19, 08 - 11:47 am Comment from: MizuInOz

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.)

Mar 19, 08 - 11:48 am Comment from: Barrister

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.

Mar 19, 08 - 11:49 am Comment from: Macaday

When exposed to the Microsoft brand, participants were strongly motivated to create another purposeless spreadsheet.

Mar 19, 08 - 11:49 am Comment from: Uncle Al

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!

Mar 19, 08 - 11:50 am Comment from: Radius

When exposed to the Microsoft brand, people's blood pressure rises. A lot.

Mar 19, 08 - 11:52 am Comment from: Fred Mertz

Back for a 2nd try:

When exposed to the Microsoft brand, participants were strongly motivated to wipe and reinstall.

Mar 19, 08 - 11:57 am Comment from: Zune Tang®

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.™

Mar 19, 08 - 11:59 am Comment from: Bartsimpsonhead

When exposed to the Apple brand, participants in the Redmond area were strongly motivated to throw chairs around...

Mar 19, 08 - 12:00 pm Comment from: Todd

When exposed to the Microsoft brand, participants were strongly motivated to throw a chair across the room and curse violently.

Mar 19, 08 - 12:01 pm Comment from: ChrissyOne

I put an Apple sticker on my fridge, and now my meat and fruit stays fresh for MONTHS!

Mar 19, 08 - 12:09 pm Comment from: Triumph the Insult Comic Dog

When exposed to the Microsoft brand, participants were strongly motivated to . . . BE POOPED ONNNNNNNNNN!!!!

Mar 19, 08 - 12:11 pm Comment from: British Mac Head

When exposed to the Microsoft brand, Zune Tang® was motivated to seek therapy for cognitive dissonance

Mar 19, 08 - 12:14 pm Comment from: Raymond from DC

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.

Mar 19, 08 - 12:16 pm Comment from: Blue Dream

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?

Mar 19, 08 - 12:34 pm Comment from: wannabe

When exposed to the Microsoft brand, particpants were strongly motivated to reboot... AGAIN!

Mar 19, 08 - 12:50 pm Comment from: Anim8me2

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.

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