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

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.



Citation:

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 .

Authors

Irene Scopelliti, Bocconi University, Italy
Gaetano 'Nino' Miceli, University of Calabria, Italy
Maria Antonietta Raimondo, University of Calabria, Italy



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

Conducting Consumer-Relevant Research

Jeffrey Inman, University of Pittsburgh, USA
Margaret C. Campbell, University of Colorado, USA
Amna Kirmani, University of Maryland, USA
Linda L Price, University of Oregon, USA

Read More

Featured

Feature A Benefactor or A Victim? How Charity Appeals with Different Protagonist Foci Affect Donation Behavior

Bingqing (Miranda) Yin, University of Kansas, USA
Jin Seok Pyone, University of Kansas, USA

Read More

Featured

Dimming the Light Offers A Creative Lens: The Impact of Ambient Illuminance on Creativity Assessment

Chen Wang, Drexel University, USA
Ravi Mehta, University of Illinois at Urbana-Champaign, USA
Rui (Juliet) Zhu, Cheung Kong Graduate School of Business, China
Jennifer Argo, University of Alberta, Canada

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.