Apple has always enjoyed a great deal of cachet which most technology vendors lack. This is in no doubt due to their brilliant marketing campaigns over the years which have ingrained in us the images of intelligence and independence when we think of Apple.

Now it seems that there is some scientific evidence to prove that the Apple brand can give you these traits according a study by Duke University. The research found that even brief exposure to popular brands can cause people to behave in ways that mirror those brands’ traits.

The researchers selected Apple and IBM for their study because of the distinct and well-defined brand personalities. According to physorg.com:

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.

Along with a new MacBook Air, now I just need to rock a fauxhawk, grow a soul-patch, get some horn-rimmed glasses and I will feel smart and creative. I wonder how my Kool-Aid Reeboks will affect my behavior. Will I have the sudden urge to run through a wall and scream “Oh Yeah!”?

[physorg.com]

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