Memory color effect induced by familiarity of brand logos.

<h4>Background</h4>When people are asked to adjust the color of familiar objects such as fruits until they appear achromatic, the subjective gray points of the objects are shifted away from the physical gray points in a direction opposite to the memory color (memory color effect). It is...

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Autores principales: Atsushi Kimura, Yuji Wada, Tomohiro Masuda, Sho-Ichi Goto, Daisuke Tsuzuki, Haruo Hibino, Dongsheng Cai, Ippeita Dan
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Publicado: Public Library of Science (PLoS) 2013
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Acceso en línea:https://doaj.org/article/11d0fda9dd174d378537068cb09f3ee1
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spelling oai:doaj.org-article:11d0fda9dd174d378537068cb09f3ee12021-11-18T07:37:56ZMemory color effect induced by familiarity of brand logos.1932-620310.1371/journal.pone.0068474https://doaj.org/article/11d0fda9dd174d378537068cb09f3ee12013-01-01T00:00:00Zhttps://www.ncbi.nlm.nih.gov/pmc/articles/pmid/23874638/pdf/?tool=EBIhttps://doaj.org/toc/1932-6203<h4>Background</h4>When people are asked to adjust the color of familiar objects such as fruits until they appear achromatic, the subjective gray points of the objects are shifted away from the physical gray points in a direction opposite to the memory color (memory color effect). It is still unclear whether the discrepancy between memorized and actual colors of objects is dependent on the familiarity of the objects. Here, we conducted two experiments in order to examine the relationship between the degree of a subject's familiarity with objects and the degree of the memory color effect by using logographs of food and beverage companies.<h4>Methods and findings</h4>In Experiment 1, we measured the memory color effects of logos which varied in terms of their familiarity (high, middle, or low). Results demonstrate that the memory color effect occurs only in the high-familiarity condition, but not in the middle- and low-familiarity conditions. Furthermore, there is a positive correlation between the memory color effect and the actual number of domestic stores of the brand. In Experiment 2, we assessed the semantic association between logos and food/beverage names by using a semantic priming task to elucidate whether the memory color effect of logos relates to consumer brand cognition, and found that the semantic associations between logos and food/beverage names in the high-familiarity brands were stronger than those in the low-familiarity brands only when the logos were colored correctly, but not when they were appropriately or inappropriately colored, or achromatic.<h4>Conclusion</h4>The current results provide behavioral evidence of the relationship between the familiarity of objects and the memory color effect and suggest that the memory color effect increases with the familiarity of objects, albeit not constantly.Atsushi KimuraYuji WadaTomohiro MasudaSho-Ichi GotoDaisuke TsuzukiHaruo HibinoDongsheng CaiIppeita DanPublic Library of Science (PLoS)articleMedicineRScienceQENPLoS ONE, Vol 8, Iss 7, p e68474 (2013)
institution DOAJ
collection DOAJ
language EN
topic Medicine
R
Science
Q
spellingShingle Medicine
R
Science
Q
Atsushi Kimura
Yuji Wada
Tomohiro Masuda
Sho-Ichi Goto
Daisuke Tsuzuki
Haruo Hibino
Dongsheng Cai
Ippeita Dan
Memory color effect induced by familiarity of brand logos.
description <h4>Background</h4>When people are asked to adjust the color of familiar objects such as fruits until they appear achromatic, the subjective gray points of the objects are shifted away from the physical gray points in a direction opposite to the memory color (memory color effect). It is still unclear whether the discrepancy between memorized and actual colors of objects is dependent on the familiarity of the objects. Here, we conducted two experiments in order to examine the relationship between the degree of a subject's familiarity with objects and the degree of the memory color effect by using logographs of food and beverage companies.<h4>Methods and findings</h4>In Experiment 1, we measured the memory color effects of logos which varied in terms of their familiarity (high, middle, or low). Results demonstrate that the memory color effect occurs only in the high-familiarity condition, but not in the middle- and low-familiarity conditions. Furthermore, there is a positive correlation between the memory color effect and the actual number of domestic stores of the brand. In Experiment 2, we assessed the semantic association between logos and food/beverage names by using a semantic priming task to elucidate whether the memory color effect of logos relates to consumer brand cognition, and found that the semantic associations between logos and food/beverage names in the high-familiarity brands were stronger than those in the low-familiarity brands only when the logos were colored correctly, but not when they were appropriately or inappropriately colored, or achromatic.<h4>Conclusion</h4>The current results provide behavioral evidence of the relationship between the familiarity of objects and the memory color effect and suggest that the memory color effect increases with the familiarity of objects, albeit not constantly.
format article
author Atsushi Kimura
Yuji Wada
Tomohiro Masuda
Sho-Ichi Goto
Daisuke Tsuzuki
Haruo Hibino
Dongsheng Cai
Ippeita Dan
author_facet Atsushi Kimura
Yuji Wada
Tomohiro Masuda
Sho-Ichi Goto
Daisuke Tsuzuki
Haruo Hibino
Dongsheng Cai
Ippeita Dan
author_sort Atsushi Kimura
title Memory color effect induced by familiarity of brand logos.
title_short Memory color effect induced by familiarity of brand logos.
title_full Memory color effect induced by familiarity of brand logos.
title_fullStr Memory color effect induced by familiarity of brand logos.
title_full_unstemmed Memory color effect induced by familiarity of brand logos.
title_sort memory color effect induced by familiarity of brand logos.
publisher Public Library of Science (PLoS)
publishDate 2013
url https://doaj.org/article/11d0fda9dd174d378537068cb09f3ee1
work_keys_str_mv AT atsushikimura memorycoloreffectinducedbyfamiliarityofbrandlogos
AT yujiwada memorycoloreffectinducedbyfamiliarityofbrandlogos
AT tomohiromasuda memorycoloreffectinducedbyfamiliarityofbrandlogos
AT shoichigoto memorycoloreffectinducedbyfamiliarityofbrandlogos
AT daisuketsuzuki memorycoloreffectinducedbyfamiliarityofbrandlogos
AT haruohibino memorycoloreffectinducedbyfamiliarityofbrandlogos
AT dongshengcai memorycoloreffectinducedbyfamiliarityofbrandlogos
AT ippeitadan memorycoloreffectinducedbyfamiliarityofbrandlogos
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