Breaking Through Complexity: How the Interplay Between Visual and Conceptual Complexity Affects Logo Evaluation ACRoss Repeated Exposures

Irene Scopelliti, Bocconi University, Italy
Gaetano 'Nino' Miceli, University of Calabria, Italy
Maria Antonietta Raimondo, University of Calabria, Italy
According to experimental aesthetics and consumer research, the level of complexity of a visual stimulus influences consumer evaluations. However, complexity is a multi-faceted construct that concerns both perceptual and conceptual aspects whose joint effect on consumers’ reactions is not yet clear. This paper proposes and tests hypotheses on how the interaction between visual and conceptual complexity affects consumer attitude toward a logo across repeated exposures. Results of two studies generally support the idea that visual and conceptual complexity have independent effects on attitude toward the logo and that such effects are differently sensitive to the number of exposures to logos.
[ to cite ]:
Irene Scopelliti, Gaetano 'Nino' Miceli, and Maria Antonietta Raimondo (2010) ,"Breaking Through Complexity: How the Interplay Between Visual and Conceptual Complexity Affects Logo Evaluation ACRoss Repeated Exposures", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 622-623 .