The reality of the RDF: how Apple motivates us to creativity

Starting back when it was Apple Computer, the company now known simply as Apple has attempted to foster a strong brand identity that's associated with an image of creativity. Now, a new study that will appear in next month's Journal of Consumer Research suggests that the vaunted Reality Distortion Field may be grounded in reality, revealing that Apple's efforts have paid off in unexpected ways: not only do consumers consider Apple creative, but the subliminal display of an Apple logo is enough to motivate them to be more creative. The study provides some revealing insights into the very strange inner workings of our brains.

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