A logo epitomizes a brand and depicts the picture of a product; consequently, attention, as an initial step of the AIDA model, to the logo is a good-looking index to survey the cognitive processing during consumers’ decision-making. Eye tracker extracts the visual attention data. For these reasons and appreciated from fixation duration, in the present study, the process of visual attention to t...

We know that human neurocognitive systems rapidly and implicitly evaluate emotionally charged stimuli. But what about more everyday, frequently encountered kinds of objects, such as computer desktop icons and business logos? Do we rapidly and implicitly evaluate these more prosaic visual images, attitude objects that might only engender a mild sense of liking or disliking, if at all? To address...

Introduction We rarely stop to think about the objects that surround us. The schedules and charts, schematic layouts, bills of materials, photographs, plans and sections that form part of everyday life on projects. The whiteboard diagrams, documents, internet pages, corporate logos, business cards and address lists associated with life within the corporate office. Or the instrumentation, electr...

OBJECTIVE To evaluate brain activation in response to common food and nonfood logos in healthy weight and obese children. STUDY DESIGN Ten healthy weight children (mean body mass index in the 50th percentile) and 10 obese children (mean body mass index in the 97.9th percentile) completed self-report measures of self-control. They then underwent functional magnetic resonance imaging while view...

For professional sports organizations, team names and logos represent a group’s central identity, reflecting geographic location and important attributes pertaining to strength and skill. For minority groups and women, however, team names and logos have also served as a site of oppression in the sports domain. This study examines this problem as it is apparent in team names and logos chosen to ...