When do Logos Talk to their Audience?

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Abstract

This study is based on two experiments where the ability of a new logo to reach and audience is explored. The approach is inspired by cybernetics and is based on measuring the variation of the reception of a logo seen just once. The variation is measured as the combined variation of between-subjects (differences between individual receivers) and, in object variation which is the richness of content that is created in the message received by a single individual. A big variation between subjects means that they do not see the same and the assumption is that the message does not get clearly through to the audience. A big variation within-subject means that the individual receives a varied, deep, and nuanced message. The ability to do this rests partly on the ability to activate competences and experiences from the past and thus making sense. The findings are that few logo elements are received by audiences, but a few do. What characterizes them?
Original languageEnglish
Title of host publicationIdeas in Marketing : Finding the New and Polishing the Old. Proceedings of the 2013 Academy of Marketing Science (AMS) Annual Conference
EditorsKrzysztof Kubacki
Place of PublicationCham
PublisherSpringer Science+Business Media
Publication date2015
Pages744-746
ISBN (Print)9783319109503
ISBN (Electronic)9783319109510
DOIs
Publication statusPublished - 2015
Event42nd AMS Annual Conference - Portola Plaza Hotel at Monterey Bay, Monterey, CA, United States
Duration: 15 May 201318 May 2013
Conference number: 42
http://ams-web.org/displayconvention.cfm?conventionnbr=11208

Conference

Conference42nd AMS Annual Conference
Number42
LocationPortola Plaza Hotel at Monterey Bay
CountryUnited States
CityMonterey, CA
Period15/05/201318/05/2013
Internet address

Cite this

Kristensen, T., & Gabrielsen, G. (2015). When do Logos Talk to their Audience? In K. Kubacki (Ed.), Ideas in Marketing: Finding the New and Polishing the Old. Proceedings of the 2013 Academy of Marketing Science (AMS) Annual Conference (pp. 744-746). Springer Science+Business Media. https://doi.org/10.1007/978-3-319-10951-0_274