Nike makes you “Just Do It”
Posted: Mon Dec 23, 2024 9:53 am
Many golfers have been guilty of this; paying a hefty premium for a club of a certain brand, while there were also perfectly good clubs in a lower price range. However, this turns out to be a smart move, according to research by Garvey, Germann and Bolton (2015).
They conducted a series of experiments in which they handed 200 college students a putter and asked them to putt from different spots on a green. Half were told it was a Nike putter (which, according to a survey, they strongly associated with performance), and the other half were told it was a Starter putter (which, according to the survey, they did not strongly associate with performance).
Even though the putter itself was exactly email id database free download the same, subjects took an average of 20% fewer strokes to putt the ball when they thought the putter was Nike. Simply thinking that the putter was Nike made them perform significantly better.
3. Apple makes you – really – “Think Different”
Apple has worked hard to cultivate a strong brand image based on associations of nonconformity, innovation and creativity. Their consistent marketing strategy repeatedly emphasizes these aspects of the brand, for example in their “Think Different” campaign.
To test whether – and how – Apple influences consumers, participants in this study were exposed to logos of either the Apple brand or the IBM brand, which, unlike Apple, is not or less associated with creativity, and more with traditional, smart and responsible. They were then asked to complete a task that is often used to measure creativity; the “unusual uses task” in which respondents are asked to think of as many possible uses as possible for a simple object, such as a brick.
They conducted a series of experiments in which they handed 200 college students a putter and asked them to putt from different spots on a green. Half were told it was a Nike putter (which, according to a survey, they strongly associated with performance), and the other half were told it was a Starter putter (which, according to the survey, they did not strongly associate with performance).
Even though the putter itself was exactly email id database free download the same, subjects took an average of 20% fewer strokes to putt the ball when they thought the putter was Nike. Simply thinking that the putter was Nike made them perform significantly better.
3. Apple makes you – really – “Think Different”
Apple has worked hard to cultivate a strong brand image based on associations of nonconformity, innovation and creativity. Their consistent marketing strategy repeatedly emphasizes these aspects of the brand, for example in their “Think Different” campaign.
To test whether – and how – Apple influences consumers, participants in this study were exposed to logos of either the Apple brand or the IBM brand, which, unlike Apple, is not or less associated with creativity, and more with traditional, smart and responsible. They were then asked to complete a task that is often used to measure creativity; the “unusual uses task” in which respondents are asked to think of as many possible uses as possible for a simple object, such as a brick.