Brand names, logos, and slogans are integral parts of any company’s marketing message. All have the same aim: to make consumers react positively to a product or a business. Our research shows, however, that many slogans backfire—for example, causing consumers to spend money when they’re told they can save, or vice versa.
In five studies of several hundred undergraduates each, in which computers were used to simulate shopping behaviour, we found that consumers typically follow the prompt of a brand name or a logo.