This Logo Moves Me: Dynamic Imagery from Static Images

The authors propose that static visuals can evoke a perception of movement (i.e., dynamic imagery) and thereby affect consumer engagement and attitudes. Focusing on brand logos as the static visual element, the authors measure the perceived movement evoked by the logo and demonstrate that the evoked dynamic imagery affects the level of consumer engagement with the brand logo. They measure consumer engagement through both self-report measures and eye-tracking technology and find that engagement affects consumer attitudes toward the brand. The authors also show that the perceived movement–engagement–attitude effect is moderated by the congruence between perceived movement and brand characteristics. These findings suggest that dynamic imagery is an important aspect of logo design, and if used carefully, it can enhance brand attitudes.

• 저널Journal of Marketing Research · 51(2) · 184–197
• 토픽Consumer Behavior in Brand Consumption and Identification · Marketing
• DOI10.1509/jmr.13.0023
• 저자Luca Cian, Aradhna Krishna, Ryan Elder