![]() ![]() Your instructors won't be able to open a Pages file if you send it to them, While students can download Microsoft Office for free, some Apple users prefer the software that came with their computer which is called The authoritative record of NPR’s programming is the audio record.BCC uses the Microsoft Office 365 Suite which includes Word, Excel, and PowerPointįor working with electronic documents. This text may not be in its final form and may be updated or revised in the future. NPR transcripts are created on a rush deadline by an NPR contractor. Visit our website terms of use and permissions pages at for further information. His study of the impact of logos appears in the April issue of the Journal of Consumer Research. Gavan Fitzsimons is a professor at the Fuqua School of Business at Duke University. FITZSIMONS: And all of a sudden, I think, at a non-conscious level, we're going to start to - we as consumers will start to pair the brand that we're being exposed to with this increased happiness and that should, you know, result in some increase in loyalty from their customers, I would imagine, over time. FITZSIMONS: If every time you see an Apple logo you find yourself being more creative, you're going to be a little happier in all likelihood. STAMBERG: And what's the implication for advertisers then? FITZSIMONS: We're obviously being influenced by the things around us and so we should be somewhat wary of what's around us and then we should be strategically surrounding ourselves with logos that have associations that we find to be desirable. What do you think the message is for consumers, Professor? FITZSIMONS: But, no to ensure sort of the integrity of the project we've never actually even spoken to anyone at any of the companies whose logos we use. FITZSIMONS: Not surprisingly, many people ask me that question. Are they involved in this project at all, like funding it? ![]() STAMBERG: This is a tremendous advertisement for Apple. The Apple Prime people were much more creative than the IBM Prime people by like 20 to 30 percent. You know, we showed people on the computer for very, very short durations, like 30 milliseconds, either the Apple logo or the IBM logo and then we looked at their behavior to see if, as you say, they hummed compositions or not. STAMBERG: So the people you studied actually took on traits that they associated with these brands, I mean the Apple creative ones began humming new compositions and the IBM ones got organized and competent? When they think about the IBM logo, they think about a general notion of competence or professional. Professor GAVAN FITZSIMONS (Fuqua School of Business, Duke University): People find that when they think about the Apple logo, they think very strongly about associations with creativity. So Professor, tell us exactly what were the traits that people associated with Apple and with IBM? He joins us now from Durham, North Carolina. Professor Gavan Fitzsimons of the Fuqua School of Business at Duke University co-wrote the study on logos and the brain. The study found than people who were shown the Apple logo scored higher on a creativity test that those who were exposed to the IBM logo, presumably because they were mirroring the traits they associate with those logos. A new study indicates that the logo on Apple products like iPods, iPhones, iMacs, stimulates your brain. Now that we know how an iPod shuffle function works and you took notes, right, we offer a bit of insight into the power of iPod marketing. ![]()
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