To Be Simple Is to Be Eaten: the Effects of Brand Logo Complexity on Preference and Consumption - a Processing Fluency Perspective

An investigation of the effects of logo complexity on consumer preference has shown that consumers prefer simple and clean logos over more complex ones and that processing fluency drives this effect. Moreover, processing fluency stemming from a simple logo design results in an increased consumption of a snack food item.



Citation:

Vera Bossel, Kelly Geyskens, and Caroline Goukens (2015) ,"To Be Simple Is to Be Eaten: the Effects of Brand Logo Complexity on Preference and Consumption - a Processing Fluency Perspective", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 778-778.

Authors

Vera Bossel, Maastricht University, The Netherlands
Kelly Geyskens, Maastricht University, The Netherlands
Caroline Goukens, Maastricht University, The Netherlands



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

G3. Warm or Cold? The Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits

Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Sungkyunkwan University

Read More

Featured

Effortful but Valuable: How Perceptions of Effort Affect Charitable Gift Choice and Valuations of Charity

Haesung Annie Jung, University of Texas at Austin, USA
Marlone Henderson, University of Texas at Austin, USA

Read More

Featured

I3. Hormonal Effects on Materialism and the Moderating Role of Intrasexual Competition

Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cristina Maria de Aguiar Pastore, Pontifical Catholic University of Paraná - PUCPR
Eric Stenstrom, Miami University, Ohio

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.