4/1/2008 - Logo can make you "think different"

     Whether you are a Mac person or a PC person, even the briefest exposure to the Apple logo may make you behave more creatively, according to recent research from Duke University’s Fuqua School of Business and the University of Waterloo, Canada.

     The team conducted an experiment in which 341 university students completed what they believed was a visual acuity task, during which either the Apple or IBM logo was flashed so quickly that they were unaware they had been exposed to the brand logo. The participants then completed a task designed to evaluate how creative they were, listing all of the uses for a brick that they could imagine beyond building a wall. People who were exposed to the Apple logo generated significantly more unusual uses for the brick compared with those who were primed with the IBM logo, the researchers said. In addition, the unusual uses the Apple-primed participants generated were rated as more creative by independent judges.

*think different is the present tagline of Apple.

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