Keep It Simple (Sometimes): Consumer Perceptions of Brand Simplicity and Risk

Although simplicity is a popular branding strategy, it may lead to unforeseen consequences. Across three studies, we show that consumers use branding simplicity as a cue to the simplicity of companies themselves, which leads to decreased perceptions of risk, which makes consumers more upset by failures (vs. “complex” brands).


Nicholas Light and Philip M. Fernbach (2019) ,"Keep It Simple (Sometimes): Consumer Perceptions of Brand Simplicity and Risk", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 185-189.


Nicholas Light, University of Colorado, USA
Philip M. Fernbach, University of Colorado, USA


NA - Advances in Consumer Research Volume 47 | 2019

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