The Situationist

Situational Branding Effects

Posted by The Situationist Staff on July 14, 2009

Situationist contributor Grainne Fitzsimons conducted a fascinating study in collaboration with Gavan Fitzsimons and Tanya Chartrand on the effects of popular company logos on human behavior.  In the following video Gavan and Tanya describe the study.

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To read some related Situationist posts, see “The Unseen Behavioral Influence of Company Logos,” “The Situation of Repackaging,” and “The Big Game: What Corporations Are Learning About the Human Brain.” To read other Situationist posts on marketing, click here; for those on priming, click here.

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2 Responses to “Situational Branding Effects”

  1. [...] Situationist links to an interesting study by a pair of Duke researchers who placed hidden Apple and IBM logos [...]

  2. Mickey Lonchar said

    In his latest book “Buy*ology,” author Martin Lindstrom presents the results of a three-year neuromarketing study where consumers’ brains were analyzed during exposure to a variety of brand images. Among his conclusions: product placement does not work.

    In regard to your suggestions that “perhaps marketers should look at product placement instead of television advertising,” do you have any studies that show this may be effective or that contradict the findings of Lindstrom and his team?

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