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Title: Does your company have the right logo? How and why circular- and angular-logo shapes influence brand attribute judgments
Authors: Jiang, Y 
Gorn, G 
Galli, M
Chattopadhyay, A
Issue Date: Feb-2016
Source: Journal of consumer research, Feb. 2016, v. 42, no. 5, p. 709-726
Abstract: Five experiments document that the mere circularity and angularity of a brand logo is powerful enough to affect perceptions of the attributes of a product or company. It is theorized and shown that circular- versus angular-logo shapes activate softness and hardness associations, respectively, and these concepts subsequently influence product/company attribute judgments through a resource-demanding imagery-generation process that utilizes the visuospatial sketchpad component of working memory. There are no logo shape effects on attribute judgments when the visuospatial sketchpad component of working memory is constrained by irrelevant visual imagery, when people have a lower disposition to generate imagery when processing product information, and when the headline of the ad highlights a product attribute that differs from the inference drawn from the logo shape. Further, there are shape effects even when the shape is incidentally exposed beforehand using a priming technique rather than being a part of the logo itself, demonstrating the generalizability of our findings. When taken together, the results have implications for working memory, consumer imagery, and visual marketing.
Keywords: Visual marketing
Brand logo design
Shape
Product visualization
Mental imagery
Working memory
Publisher: Oxford University Press
Journal: Journal of consumer research 
ISSN: 0093-5301
EISSN: 1537-5277
DOI: 10.1093/jcr/ucv049
Rights: © The Author 2015. Published by Oxford University Press on behalf of Journal of Consumer Research, Inc. All rights reserved.
This is a pre-copyedited, author-produced version of an article accepted for publication in Journal of Consumer Research following peer review. The version of record Yuwei Jiang, Gerald J. Gorn, Maria Galli, Amitava Chattopadhyay, Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments, Journal of Consumer Research, Volume 42, Issue 5, February 2016, Pages 709–726 is available online at: https://doi.org/10.1093/jcr/ucv049.
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