mvrider
05-12-2016, 02:57 PM
http://news.nd.edu/news/63863-can-performance-brands-cause-a-placebo-effect/
Summary:
Test subjects given identical putters, some branded "Nike", some not.
Subjects who were told they were using "Nike" branded putters needed significantly fewer putts to sink the golf ball.
Likewise, in a math test, subjects who were told they were given "3M" branded earplugs got significantly more questions right.
“The brand needs to be perceived as capable of improving performance in a given task,” Germann said. “For example, we found that participants who were told that they we going to putt with a Gucci putter, a prestigious brand but not a performance brand, did not do better than those who did not know about the brand of the putter, while those using the Nike putter performed better than both groups.”
Germann said that the results indicate that performance brands can improve consumers’ athletic as well as cognitive performance. The results also suggest brand managers should emphasize the performance characteristics of their brands and position their brands on relevant performance dimensions.
“Ironically, our studies also indicate that consumers do not typically credit the brand with the performance gain, but rather themselves,” Germann said. “This finding provides an interesting paradox for brand managers who would likely desire some of the credit for the benefit their brands provide to consumers.”
Summary:
Test subjects given identical putters, some branded "Nike", some not.
Subjects who were told they were using "Nike" branded putters needed significantly fewer putts to sink the golf ball.
Likewise, in a math test, subjects who were told they were given "3M" branded earplugs got significantly more questions right.
“The brand needs to be perceived as capable of improving performance in a given task,” Germann said. “For example, we found that participants who were told that they we going to putt with a Gucci putter, a prestigious brand but not a performance brand, did not do better than those who did not know about the brand of the putter, while those using the Nike putter performed better than both groups.”
Germann said that the results indicate that performance brands can improve consumers’ athletic as well as cognitive performance. The results also suggest brand managers should emphasize the performance characteristics of their brands and position their brands on relevant performance dimensions.
“Ironically, our studies also indicate that consumers do not typically credit the brand with the performance gain, but rather themselves,” Germann said. “This finding provides an interesting paradox for brand managers who would likely desire some of the credit for the benefit their brands provide to consumers.”