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).
Citation:
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.
Authors
Nicholas Light, University of Colorado, USA
Philip M. Fernbach, University of Colorado, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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