This Logo Moves Me: Dynamic Imagery from Static Images

Journal of Marketing Research, Vol. 51, No. 2, pp. 184-197

15 Pages Posted: 7 Apr 2014 Last revised: 7 Jan 2016

See all articles by Luca Cian

Luca Cian

University of Virginia - Darden School of Business

Aradhna Krishna

University of Michigan, Stephen M. Ross School of Business

Ryan Elder

Brigham Young University - J. Willard and Alice S. Marriott School of Management

Date Written: 2014

Abstract

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

Keywords: dynamic imagery, logo design, brand attitudes, engagement, perceived movement

JEL Classification: M30, M31, M37, M39

Suggested Citation

Cian, Luca and Krishna, Aradhna and Elder, Ryan, This Logo Moves Me: Dynamic Imagery from Static Images (2014). Journal of Marketing Research, Vol. 51, No. 2, pp. 184-197 . Available at SSRN: https://ssrn.com/abstract=2420816

Luca Cian (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Aradhna Krishna

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States

Ryan Elder

Brigham Young University - J. Willard and Alice S. Marriott School of Management ( email )

Provo, UT 84602
United States

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