Beta
×

Welcome to the Slashdot Beta site -- learn more here. Use the link in the footer or click here to return to the Classic version of Slashdot.

Thank you!

Before you choose to head back to the Classic look of the site, we'd appreciate it if you share your thoughts on the Beta; your feedback is what drives our ongoing development.

Beta is different and we value you taking the time to try it out. Please take a look at the changes we've made in Beta and  learn more about it. Thanks for reading, and for making the site better!

The Reality Distortion Field Is Real

kdawson posted more than 6 years ago | from the roped-tied-and-branded dept.

Businesses 270

TimeZone writes "Apparently, even subliminal exposure to the Apple logo can make you 'think different.' Researchers at Duke University subjected participants to subliminal images of the iconic Apple and IBM logos (during what subjects thought was a visual acuity test), and those who were shown the Apple logo generated more creative ideas after the test than did those who were shown the IBM logo. In a second test, subjects exposed to the Disney logo acted more honestly than those who saw an E! Channel logo." Here's a preprint of the paper (PDF) due for publication in the Journal of Consumer Research.

cancel ×

270 comments

Sorry! There are no comments related to the filter you selected.

Yeah, but... (5, Funny)

DrunkenTerror (561616) | more than 6 years ago | (#22789566)

Nobody ever got fired after staring at the IBM logo.

Re:Yeah, but... (5, Funny)

Naughty Bob (1004174) | more than 6 years ago | (#22789766)

The same cannot be said of Ubuntu. [ubuntu.com]

Re:Yeah, but... (-1)

Anonymous Coward | more than 6 years ago | (#22790416)

(nt)

Re:Yeah, but... (1)

letxa2000 (215841) | more than 6 years ago | (#22790274)

and those who were shown the Apple logo generated more creative ideas after the test than did those who were shown the IBM logo.

Footnote: The definition of "creative" was defined and judged by "objective" Apple representatives--whatever "objective" means when it comes to judging how "creative" something is.

So.. (5, Funny)

Creepy Crawler (680178) | more than 6 years ago | (#22789570)

What does the "Microsoft" logo do to you (down there)?

Re:So.. (0)

Anonymous Coward | more than 6 years ago | (#22789606)

makes you want to screw the other guys in the dorm for picking on you

Re:So.. (5, Funny)

CodeBuster (516420) | more than 6 years ago | (#22789706)

You have a sudden and irresistible urge to pick up the chair that you are sitting in and throw it across the room while repeating the mantra, "developers, developers, developers".

Re:So.. (5, Funny)

Hinhule (811436) | more than 6 years ago | (#22789964)

Personaly I just stop breathing until I get blue in the face.

Oh Billlll oh Steve,,,,,,...Oh Malinda...oh...ahhh (0, Flamebait)

iknownuttin (1099999) | more than 6 years ago | (#22789806)

What does the "Microsoft" logo do to you (down there)?

Apple...Microsoft ...Oh baby!

Re:So.. (2, Funny)

aynoknman (1071612) | more than 6 years ago | (#22789892)

It makes you want to go today

Re:So.. (1)

Plutonite (999141) | more than 6 years ago | (#22789944)

It makes you eye your furniture warily, with a discomfort that you can't quite understand.

Re:So.. (1)

pato101 (851725) | more than 6 years ago | (#22790202)

"Down" is the word, yes.

Logos (5, Funny)

doctortommy (1257868) | more than 6 years ago | (#22789614)

...and the Microsoft logo caused test subjects to experience extreme confusion and frustration.

Re:Logos (0, Redundant)

OverlordQ (264228) | more than 6 years ago | (#22789918)

...followed by the test subject trying to throw their chair.

Other logos (5, Funny)

slashdotlurker (1113853) | more than 6 years ago | (#22789628)

Microsoft - made you more likely to be cruel to little animals
Tux - made you grown a long beard and lose all your friends
Novell - made you betray your friends
Democrat donkey - made you find new ways to destroy yourself
Republican elephant - made you question the value of an education

What is next ?

"Judge, I crashed my car because I stared at a Ferrari logo for too long." ?

Re:Other logos (5, Informative)

webmaster404 (1148909) | more than 6 years ago | (#22789728)

Tux - made you grown a long beard and lose all your friends


I'm assuming your talking about Stallman in which case it would be the GNU not Tux. Rule Number 1 of geek humor: Be accurate.

Re:Other logos (5, Funny)

Mox-Dragon (87528) | more than 6 years ago | (#22789910)

QED.

Re:Other logos (4, Funny)

Joe Snipe (224958) | more than 6 years ago | (#22789972)

Sounds like some has been staring at the BSD logo again...

Re:Other logos (3)

tehBoris (1120961) | more than 6 years ago | (#22790424)

I think he is talking about the fabled unix beard [imageshack.us] that many gurus sport and which is said to convey great powers to he (or she!) who grows it.

Re:Other logos (3, Informative)

stefanlasiewski (63134) | more than 6 years ago | (#22790466)

Rule Number 1 of geek humor: Be accurate.

Rule Number 0 of geek humor. Be funny!
Rule Number 0.1 of geek humor. Be ironic!
Rule Number 0.2 of geek humor. Be dry! ... ..
Rule Number 0.9999999... of geek humor. Be real!

Re:Other logos (5, Funny)

Draconix (653959) | more than 6 years ago | (#22789778)

Slashdot logo - made you move back into your mother's basement.

Re:Other logos (0)

Anonymous Coward | more than 6 years ago | (#22790350)

"back"? You mean we can move out?

Re:Other logos (1, Funny)

Traa (158207) | more than 6 years ago | (#22790486)

Slashdot logo - made you move back into your mother's basement.

Slashdot logo - made you want to stay in your mother's basement

fixed (we _are_ on slashdot...duh)

Re:Other logos (5, Funny)

Trespass (225077) | more than 6 years ago | (#22790048)

Adobe- Makes you try and think of new ways to make the internet slower

Re:Other logos (0)

Anonymous Coward | more than 6 years ago | (#22790298)

No wonder the engadget readers are so creative.....

MORE LIKE GAY (1)

lennyhell (869433) | more than 6 years ago | (#22789638)

Exposures to the apple logo or apple products not only make you think different, they make you act "different". Like Zonk. Zonk has been exposed buz hes GAY.

Re:MORE LIKE GAY (0)

Anonymous Coward | more than 6 years ago | (#22789694)

Exactly. "Touchy Feely" != "More Creative".

Yaa! CreativIty can be measured now! (5, Funny)

mikeabbott420 (744514) | more than 6 years ago | (#22789652)

Or maybe this study is a steaming pile of platypus dung. See that there? Platypus Dung? that's creativity baby!

Re:Yaa! CreativIty can be measured now! (4, Insightful)

GoodbyeBlueSky1 (176887) | more than 6 years ago | (#22789820)

Indeed. This is not a scientific study, it's a bunch of marketers trying to "prove" that what they do matters. Journal of Consumer Research? Surely no conflict of interest there. In other news, a study backed by McDonald's proves that their food is actually good for you! Film at 11.

Re:Yaa! CreativIty can be measured now! (2, Insightful)

mikeabbott420 (744514) | more than 6 years ago | (#22790174)

My rule of thumb is, unless the details of the methodology used are available and convincing, study means lie.

Re:Yaa! CreativIty can be measured now! (0)

Anonymous Coward | more than 6 years ago | (#22790292)

Just like all that biased sciency bullshit in the Journal of Science.

(seriously, I don't doubt this will be refuted, but try and find something actually wrong with the magazine like not being peer-reviewed)

Re:Yaa! CreativIty can be measured now! (5, Informative)

commodoresloat (172735) | more than 6 years ago | (#22790450)

Indeed. This is not a scientific study, it's a bunch of marketers trying to "prove" that what they do matters. Journal of Consumer Research? Surely no conflict of interest there. In other news, a study backed by McDonald's proves that their food is actually good for you! Film at 11.
The Journal of Consumer Research [uchicago.edu] is a peer-reviewed academic journal put out by the University of Chicago Press. Some people can claim that it isn't "real science" or whatever, but the researchers certainly follow the scientific method and this study, like others published in the journal, has survived a peer review process overseen by its credentialed editorial staff [uchicago.edu] .

Need more logos! (1)

Av8rjoker (1212804) | more than 6 years ago | (#22789658)

I need to use this new research with the Nike logo so I can run faster! And then the Chiquita bananas logo so I don't ever have to eat! Then the Boeing logo so I can fly! I'm going to be awesome! Thank you subliminal research.

Ok now I need to look at the Miller Lite logo.

Apple vs. IBM (1)

martinQblank (1138267) | more than 6 years ago | (#22789668)

When viewing the Apple logo I am immersed in a pure white light...providing me with a mental blank canvas ripe for unbridled creativity whereas with the IBM logo all I get is blue...blue...blu...hey, is that pinstripe?

I knew it! (5, Funny)

vodevil (856500) | more than 6 years ago | (#22789672)

I see my apple logo on my laptop all the time. People always tell me I'm full of shit, but I always explain that I'm full of great ideas. Now I have proof that I'm the one that's right, and they're full of shit.

Re:I knew it! (0, Troll)

pandrijeczko (588093) | more than 6 years ago | (#22789796)

Good stuff. Now that you're happy will you kindly bugger off to your dark corner of Starbucks so the rest of us shit eaters can get on with what we were doing before you interrupted us.

Oh, and here's £2.50 - go buy yourself a coffee with a chocolate flake in it while you're waiting.

Re:I knew it! (5, Funny)

vodevil (856500) | more than 6 years ago | (#22789952)

That wasn't very creative. You must have just viewed the IBM logo.

Re:I knew it! (1)

MrNaz (730548) | more than 6 years ago | (#22790168)

How aggressive. Now we know what the logos for defence contractors do to you.

Re:I knew it! (3, Funny)

SEWilco (27983) | more than 6 years ago | (#22790282)

No, no! Don't send him to Starbucks when he's already in a reality distortion field! Someone might make him a cup of really hot tea!

Re:I knew it! (1)

serialdogma (883470) | more than 6 years ago | (#22790430)

You make that sound like a bad thing.

Re:I knew it! (5, Funny)

VisceralLogic (911294) | more than 6 years ago | (#22790058)

I see my apple logo on my laptop all the time. People always tell me I'm full of shit, but I always explain that I'm full of great ideas. Now I have proof that I'm the one that's right, and they're full of shit.

Maybe because if you're seeing the Apple logo, you're looking at the wrong side of the screen...

I keed, I keed... typing this from my MacBook.

Re:I knew it! (1)

imaginaryelf (862886) | more than 6 years ago | (#22790160)

You're full of shit.

Re:I knew it! (0)

Anonymous Coward | more than 6 years ago | (#22790166)

Because looking at the apple logo makes you feel that you are right all of the time. There is nothing more important than being right. Right?

Re:I knew it! (5, Funny)

SEWilco (27983) | more than 6 years ago | (#22790266)

I see my apple logo on my laptop all the time.
Open your laptop more often.

RDF, not in the logos! (5, Funny)

countSudoku() (1047544) | more than 6 years ago | (#22789676)

The RDF emanates from The Steve, not the Apple logo. Unless, of course, The Steve laid hands upon the device bearing the logo. It's all right in here: http://en.wikipedia.org/wiki/Reality_distortion_field [wikipedia.org]

Re:RDF, not in the logos! (-1, Troll)

pandrijeczko (588093) | more than 6 years ago | (#22789906)

Unless, of course, The Steve laid hands upon the device bearing the logo.

Steve cannot lay hands.

Because Steve's hands are round his ankles.

Along with his pants.

As a mile long queue of adoring fanbois try to climb up his butt.

Ain't That True (4, Funny)

pandrijeczko (588093) | more than 6 years ago | (#22789682)

Apparently, even subliminal exposure to the Apple logo can make you 'think different.'

Hence the reason all the new Mac users immediately go out and buy extra big designer tables for their lounges and a few African tribal relics to display in their hallways.

It also makes them caffeine-addicted hermits since I usually see solitary Mac users sat in the darkest corners of Starbucks with a large chocca-flocca-socca-moccachino in front of them. And I know they're Mac users because no matter where I sit, they always make sure I can see the little logo.

Re:Ain't That True (1, Redundant)

QuantumG (50515) | more than 6 years ago | (#22789776)

No man, they need all that white plastic covered processing power to use a full screen text editor.

Re:Ain't That True (1, Redundant)

Digi-John (692918) | more than 6 years ago | (#22789834)

Hey, keep it down, I'm working on my novel. The Mac *just works* and I can do complicated things like check email, read news, and write stuff without having to learn 7 zillion commands! It's so easy!
If you'll excuse me, I have to run to the coffeeshop and kick Mac-using hipsters until they run away in that funny stride that comes when men wear women's jeans.

Re:Ain't That True (1)

pandrijeczko (588093) | more than 6 years ago | (#22789876)

Finally! A Mac User with a sense of humour! In the words of Basil Fawlty "We should have him stuffed!"

Re:Ain't That True (1)

Digi-John (692918) | more than 6 years ago | (#22789916)

Actually, I'm not a Mac user, more of a bitter Plan 9 hacker :) Given a choice, I'd probably use Mac over Windows, but I do my real work on Plan 9 and Linux.

Re:Ain't That True (1)

Mox-Dragon (87528) | more than 6 years ago | (#22789880)

And I know they're Mac users because no matter where I sit, they always make sure I can see the little logo.

Well, the logo is on the back of the screen. And assuming that most computer users tend to look at the screen when they use it, the logo is (by default) facing the rest of the world.

Re:Ain't That True (2)

webmaster404 (1148909) | more than 6 years ago | (#22789960)

a few African tribal relics to display in their hallways.


I thought we were talking about Mac here, not Ubuntu!

and the playboy bunny logo... (5, Funny)

bagboy (630125) | more than 6 years ago | (#22789700)

has what reaction?

Re:and the playboy bunny logo... (1)

The Ancients (626689) | more than 6 years ago | (#22789748)

Someone quick - mod parent 'funny'!

Otherwise: dude, if you really have to ask...

Re:and the playboy bunny logo... (2, Funny)

hachete (473378) | more than 6 years ago | (#22789794)

turns you furry?

Re:and the playboy bunny logo... (5, Funny)

Jimmy King (828214) | more than 6 years ago | (#22789928)

turns you furry?
On your palms, anyway.

Re:and the playboy bunny logo... (0)

Anonymous Coward | more than 6 years ago | (#22790130)

maybe just your palms

Re:and the playboy bunny logo... (0)

Anonymous Coward | more than 6 years ago | (#22790136)

Diminishing effect, as you slowly go blind.

Re:and the playboy bunny logo... (1)

pato101 (851725) | more than 6 years ago | (#22790234)

typically, erection. YMMV.

I can't believe this article is real (1)

rainer_d (115765) | more than 6 years ago | (#22789704)

Well, until Steve Jobs says so. ;-)

What they forgot to mention.. (0)

Anonymous Coward | more than 6 years ago | (#22789732)

Those who saw the Intel logo developed a rash.
Those who saw the Coca Cola logo were prone to use AmEx.
Those who saw the Pepsi logo afterwards liked beef better than those who ate Aspirin during the tests.
And not least.. those who saw the Bear Sterns logo broke down in tears.

The significance of this is invaluable. It is also mostly incomprehensible.

Re:What they forgot to mention.. (1)

MrNaz (730548) | more than 6 years ago | (#22790242)

Come on. What self-respecting non-moron actually takes this story seriously? When "tests" come up with results as ridiculous as this I want not just the results published, but the method and assumptions of the experiment, and most importantly, who funded the experiment.

Psychology Haiku (0)

Anonymous Coward | more than 6 years ago | (#22789750)

Ahh, psychology.
Fuzziest of Sciences.
Subjective BS.

Genetic effects (4, Funny)

Space cowboy (13680) | more than 6 years ago | (#22789758)

We've established that the reality distortion field is in fact correct (TFA), and that it self-evidently (look at Apple's recent sales [arstechnica.com] ) is transmitted as a meme throughout technological society. We know that the human condition is regulated by culture [demon.co.uk] - that the human brain is evolving to cope with the phenomenal rate-of-change-of-culture it is being exposed to. In doing so, it must also cope with (adapt to) this reality distortion field created by Apple.

Steve Jobs is screwing with your mind, people. And your children's nascent minds too. Be afraid (of non-shiny things). Be very afraid (of anything not cool).

Simon.

Um, guys... (3, Insightful)

Space cowboy (13680) | more than 6 years ago | (#22789922)

Say WHAT ?

This is humour - lay off the "insightful" mods, will you please ? It's starting to erode my confidence in my fellow man...

Simon

Let me guess... (0)

Anonymous Coward | more than 6 years ago | (#22789788)

Let me guess, the article is scheduled to come out in about 2 weeks time?

Just what slashdot needed. (1, Insightful)

timmarhy (659436) | more than 6 years ago | (#22789800)

More apple wankery.

distortion of reality is corepirate nazis' most.. (-1, Troll)

Anonymous Coward | more than 6 years ago | (#22789802)

powerful weapon against US. they'll just nuke the rest of the potential opposition as needed. let yOUR conscience be yOUR guide. you can be more helpful than you might have imagined. there are still some choices. if they do not suit you, consider the likely results of continuing to follow the corepirate nazi hypenosys story LIEn, whereas anything of relevance is replaced almost instantly with pr ?firm? scriptdead mindphuking propaganda or 'celebrity' trivia 'foam'. meanwhile; don't forget to get a little more oxygen on yOUR brain, & look up in the sky from time to time, starting early in the day. there's lots going on up there.

http://news.yahoo.com/s/ap/20071229/ap_on_sc/ye_climate_records;_ylt=A0WTcVgednZHP2gB9wms0NUE [yahoo.com]
http://news.yahoo.com/s/afp/20080108/ts_alt_afp/ushealthfrancemortality;_ylt=A9G_RngbRIVHsYAAfCas0NUE [yahoo.com]
http://www.nytimes.com/2007/12/31/opinion/31mon1.html?em&ex=1199336400&en=c4b5414371631707&ei=5087%0A [nytimes.com]

is it time to get real yet? A LOT of energy is being squandered in attempts to keep US in the dark. in the end (give or take a few 1000 years), the creators will prevail (world without end, etc...), as it has always been. the process of gaining yOUR release from the current hostage situation may not be what you might think it is. butt of course, most of US don't know, or care what a precarious/fatal situation we're in. for example; the insidious attempts by the felonious corepirate nazi execrable to block the suns' light, interfering with a requirement (sunlight) for us to stay healthy/alive. it's likely not good for yOUR health/memories 'else they'd be bragging about it? we're intending for the whoreabully deceptive (they'll do ANYTHING for a bit more monIE/power) felons to give up/fail even further, in attempting to control the 'weather', as well as a # of other things/events.

http://video.google.com/videosearch?hl=en&q=video+cloud+spraying [google.com]

dictator style micro management has never worked (for very long). it's an illness. tie that with life0cidal aggression & softwar gangster style bullying, & what do we have? a greed/fear/ego based recipe for disaster. meanwhile, you can help to stop the bleeding (loss of life & limb);

http://www.cnn.com/2007/POLITICS/12/28/vermont.banning.bush.ap/index.html [cnn.com]

the bleeding must be stopped before any healing can begin. jailing a couple of corepirate nazi hired goons would send a clear message to the rest of the world from US. any truthful look at the 'scorecard' would reveal that we are a society in decline/deep doo-doo, despite all of the scriptdead pr ?firm? generated drum beating & flag waving propaganda that we are constantly bombarded with. is it time to get real yet? please consider carefully ALL of yOUR other 'options'. the creators will prevail. as it has always been.

corepirate nazi execrable costs outweigh benefits
(Score:-)mynuts won, the king is a fink)
by ourselves on everyday 24/7

as there are no benefits, just more&more death/debt & disruption. fortunately there's an 'army' of light bringers, coming yOUR way. the little ones/innocents must/will be protected. after the big flash, ALL of yOUR imaginary 'borders' may blur a bit? for each of the creators' innocents harmed in any way, there is a debt that must/will be repaid by you/us, as the perpetrators/minions of unprecedented evile, will not be available. 'vote' with (what's left in) yOUR wallet, & by your behaviors. help bring an end to unprecedented evile's manifestation through yOUR owned felonious corepirate nazi glowbull warmongering execrable. some of US should consider ourselves somewhat fortunate to be among those scheduled to survive after the big flash/implementation of the creators' wwwildly popular planet/population rescue initiative/mandate. it's right in the manual, 'world without end', etc.... as we all ?know?, change is inevitable, & denying/ignoring gravity, logic, morality, etc..., is only possible, on a temporary basis. concern about the course of events that will occur should the life0cidal execrable fail to be intervened upon is in order. 'do not be dismayed' (also from the manual). however, it's ok/recommended, to not attempt to live under/accept, fauxking nazi felon greed/fear/ego based pr ?firm? scriptdead mindphuking hypenosys.

consult with/trust in yOUR creators. providing more than enough of everything for everyone (without any distracting/spiritdead personal gain motives), whilst badtolling unprecedented evile, using an unlimited supply of newclear power, since/until forever. see you there?

"If my people, which are called by my name, shall humble themselves, and pray, and seek my face, and turn from their wicked ways; then will I hear from heaven, and will forgive their sin, and will heal their land."

meanwhile, the life0cidal philistines continue on their path of death, debt, & disruption for most of US. gov. bush denies health care for the little ones;

http://www.cnn.com/2007/POLITICS/10/03/bush.veto/index.html [cnn.com]

whilst demanding/extorting billions to paint more targets on the bigger kids;

http://www.cnn.com/2007/POLITICS/12/12/bush.war.funding/index.html [cnn.com]

& pretending that it isn't happening here;

http://www.timesonline.co.uk/tol/news/world/us_and_americas/article3086937.ece [timesonline.co.uk]
all is not lost/forgotten/forgiven

(yOUR elected) president al gore (deciding not to wait for the much anticipated 'lonesome al answers yOUR questions' interview here on /.) continues to attempt to shed some light on yOUR foibles. talk about reverse polarity;

http://www.timesonline.co.uk/tol/news/environment/article3046116.ece [timesonline.co.uk]

Windows logo? (5, Funny)

rice_burners_suck (243660) | more than 6 years ago | (#22789810)

By extrapolating these results, I assume that those shown a Windows logo got into their car, drove extremely slowly while telling those behind them to "please wait," and then crashed into a telephone pole due to a driver problem.

Blue tree on yellow background. (3, Funny)

Lewrker (749844) | more than 6 years ago | (#22789812)

That certain logo made you want to claim other people's stuff as yours, but refuse to show the receipt because it's so damn obvious. And then file for bankrupcy.

hmmm. (1)

apodyopsis (1048476) | more than 6 years ago | (#22789850)

of course the study was finished when one of the researchers "accidently" slipped the viagra logo into the projector. the rest, as they say, is history and nobody ever mentioned that study or the brick ever again.

Microsoft (0, Redundant)

Kyokushi (1164377) | more than 6 years ago | (#22789872)

Staring at Microsoft logo will create an irresistible urge to throw a chair at it.
Screaming "DEVELOPERS!" is known to occasionally happen too!

Apple is just the new Microsoft (5, Insightful)

Heembo (916647) | more than 6 years ago | (#22789900)

Apple is the new Microsoft, Microsoft is the new IBM.

Re:Apple is just the new Microsoft (4, Insightful)

Basilius (184226) | more than 6 years ago | (#22790262)

And Google is the new Apple.

Re:Apple is just the new Microsoft (2, Insightful)

Heembo (916647) | more than 6 years ago | (#22790290)

Facebook is the new Google.

Re:Apple is just the new Microsoft (2, Funny)

Heembo (916647) | more than 6 years ago | (#22790420)

Twitter is the new Facebook. Pownce is the new Twitter.

Re:Apple is just the new Microsoft (1)

Heembo (916647) | more than 6 years ago | (#22790442)

Your search - "is the new Pownce" - did not match any documents.
Suggestions:
  • Make sure all words are spelled correctly.
  • Try different keywords.
  • Try more general keywords.
Damn you Google; I mean, Damn you Facebook!

Re:Apple is just the new Microsoft (2, Insightful)

KillerBob (217953) | more than 6 years ago | (#22790400)

Sadly, that doesn't make Microsoft the new Dodo.

I propose... (1)

resignator (670173) | more than 6 years ago | (#22790038)

certain words can also make you "think differently". It seems obvious to me the word "slashdot" fosters in test subjects a need to spout the lamest jokes humanly possible. Q. How many MS logo "jokes" did we need in response to this article? A. I like turtles Retards...

This is a test (0)

Anonymous Coward | more than 6 years ago | (#22790046)

Does staring at this comment predispose /. readers to rate it up?

It's a refleciton of pre-test scores (5, Informative)

Ieshan (409693) | more than 6 years ago | (#22790050)

The research is neat, but essentially what they're showing is that they can validate pre-test measures of "creativity" and "honesty" using a priming technique.

They chose the brands that they chose because Apple was rated as more creative a brand than IBM in pre-test:

"As predicted, there was a significant difference in the extent to
which Apple and IBM were perceived to be creative, t(23) = -4.91, p .001, with Apple receiving
higher ratings (M = 7.62, SD = 1.23) than IBM (M = 4.17, SD = 2.12). Thus, pilot tests confirmed that in
our college sample, Apple is believed to be more creative than is IBM. IBM, it is important to note, is
not seen as particularly creative or uncreative; it is rated at approximately the mid-point of the scale."

And because Disney is rated as being more "honest" than E!:
"As predicted, there was a significant difference in the extent to
which Apple and IBM were perceived to be creative, t(23) = -4.91, p .001, with Apple receiving
higher ratings (M = 7.62, SD = 1.23) than IBM (M = 4.17, SD = 2.12). Thus, pilot tests confirmed that in
our college sample, Apple is believed to be more creative than is IBM. IBM, it is important to note, is
not seen as particularly creative or uncreative; it is rated at approximately the mid-point of the scale."

It's not showing that people subliminally exposed to the Apple logo - regardless of prior beliefs - will be spontaneously more creative. It's showing that people spontaneously exposed to things that they (at least, a similar sample) feel reflect creativity will prime, behaviorally, creativity.

It doesn't mean that people who work with Apple are more productive, or that people need to buy Apple to be creative. It's a neat implementation of priming on future behavior, but it's really showing that specific brands are associated with specific traits (and that those specific traits prime actions).

To summarize then... (1)

jd (1658) | more than 6 years ago | (#22790188)

What I think you're saying is that people will themselves reflect what they believe the logo reflects when they subliminally see the logo. The association becomes a suggestion. You can't control the association (and therefore cannot control the suggestion) but what can be controlled is how blurred the line is between the two. Would that be correct?

Re:To summarize then... (4, Interesting)

Ieshan (409693) | more than 6 years ago | (#22790406)

Well, you could read their intro for a more in-depth analysis and discussion of priming, but I wouldn't call it a suggestion so much as I would call it bias to act in a certain way.

The basic idea behind priming is that there is a large interconnected network of information and that activating one piece of information partially "boosts" other connected pieces of information. When you are prompted to act in new tasks, you have a higher likelihood to engage in actions that have this extra "boost" in activation.

Geek Priming Example:
In geek terminology, it's something like this. Suppose you were Google, and imagine you were designing a system to deliver targeted advertising to people. You had thousands of possible ads you could show someone, but you want the advertising to be more specific.

Lets say you were choosing between just two companies that want to sell advertising today. One of these companies is called "Joe's Fisheries", and they have a special on Sole (a kind of fish). One of these companies is called "Joe's Shoe Supply", and they've got a special on Sole Repair (the bottom of your shoes).

You might intercept an email about Soles, but you're not sure which sole it is. You don't want to be selling Fish to guys who need shoe repair, and you don't want to be selling Shoes to guys who want fish. On the other hand, other words in the email tell you if it's about shoes (like laces, or boots) and other words tell you if it's about fish (scales, salmon, whatever).

Whatever your way of deciding is, you probabilistically weight Fish over Shoe (or vice versa) depending on some other cues. Then you show the ad you think is most appropriate.

In a priming study, basically what they're doing is providing some bogus information to your same cortical networks that weight and categorize information. They're feeding you stimuli (like "scales", and "salmon"), and when they ask you to use the word Sole in a sentence, you say something like, "Gee, I could really go for a nice filet of sole", rather than "I hate it when gum sticks in the Sole of my shoe".

Mostly, these primes only affect the way you behave in either carefully constructed follow-up tasks, usually ones that require you to categorize or manipulate information. A classic example is something like Word Completion, for example:
"SOL_".

I'm sure you filled in "Sole" even though you could have put in "Solo" and "Sold", far more common words.

See! You can be primed too!

Umm... yes. So? (1)

FredFnord (635797) | more than 6 years ago | (#22790258)

Was some other interpretation suggested?

-fred

Flashing goatse image made you... (0)

Anonymous Coward | more than 6 years ago | (#22790098)

think about slashdot

Whoa (1)

d4rkypl (1254468) | more than 6 years ago | (#22790102)

That explains why I can't get with any _original_ idea when I'm eating apples!

Makes Sense (1)

zdude255 (1013257) | more than 6 years ago | (#22790190)

An abstract shape is more inspiring than letters that are seen 1000s of times a day. Next they'll study whether Apple's icon is more iconic.

April issue (3, Insightful)

rbanffy (584143) | more than 6 years ago | (#22790200)

Seriously, it's in the April issue.

Beer (3, Funny)

Dachannien (617929) | more than 6 years ago | (#22790208)

Participants subliminally viewing a Budweiser logo were able to crush roughly twice as many beer cans against their foreheads compared to those who viewed a Colt 45 logo. On the other hand, those viewing the Colt 45 logo were shown to be 65% more obnoxious when panhandling.

sh1t (-1, Troll)

Anonymous Coward | more than 6 years ago | (#22790214)

Experiment 1 is flawed.... (5, Interesting)

Ardeaem (625311) | more than 6 years ago | (#22790228)

As a researcher doing research in the field of subliminal perception, I read their preprint with interest. However, their experiment 1 is flawed. The did the IBM and Apple priming tasks on DIFFERENT DAYS. Which days, they do not say, but it is likely that there are differences in days of the week with respect to how "creative" people are. In my research, we fail to detect any subliminal effects of the type discussed here - the literature is full of methodological problems. I suspect their effect is a methodological artifact, as well.

They don't mention whether exps 2 and 3 were done on different days, but given that they did it for expt 1, they probably did for 2 and 3 too.

Re:Experiment 1 is flawed.... (1)

pandrijeczko (588093) | more than 6 years ago | (#22790302)

As a researcher doing research in the field of subliminal perception, I read their preprint with interest.

Yes, you are correct, these droids are of no interest to us.

Next Issue (1)

nschubach (922175) | more than 6 years ago | (#22790264)

In work to be published in the April issue
It doesn't happen to ship April 1, does it?

Interrogation (1)

NuclearError (1256172) | more than 6 years ago | (#22790278)

What will this do for interrogation rooms? Will they have a table, a lamp, and mickey mouse wall paper?

Fox News Logo results (2, Funny)

jpellino (202698) | more than 6 years ago | (#22790300)

Had to be burned, then buried, then dug up after a week and the ashes soaked in agua regia and scattered over a disused nuclear test site.

Hogwash. Hooey. Hokum. (5, Funny)

jpellino (202698) | more than 6 years ago | (#22790382)

As a scientist familiar with subliminal perception and the power of brands, I'd like to say: Bunk. Unless You Make Equal All Prior Observations, "Research" Simply Can't Harbor Effects.

Makes sense... (1)

rhpenguin (655576) | more than 6 years ago | (#22790522)

That must be why I'm so confused when I'm computing... My laptop is a Thinkpad T40, and well... The picture says it all...
http://www.wpyouth.com/IMG_03972.jpg [wpyouth.com]
Load More Comments
Slashdot Login

Need an Account?

Forgot your password?

Submission Text Formatting Tips

We support a small subset of HTML, namely these tags:

  • b
  • i
  • p
  • br
  • a
  • ol
  • ul
  • li
  • dl
  • dt
  • dd
  • em
  • strong
  • tt
  • blockquote
  • div
  • quote
  • ecode

"ecode" can be used for code snippets, for example:

<ecode>    while(1) { do_something(); } </ecode>