The Reality Distortion Field Is Real

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.

Comments

Re:Yaa! CreativIty can be measured now!

[GoodbyeBlueSky1]

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.

Apple is just the new Microsoft

[Heembo]

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

Re:Apple is just the new Microsoft

[Basilius]

And Google is the new Apple.

Re:Yaa! CreativIty can be measured now!

[porcupine8]

Well then, exactly what in the methodology of this study did you take issue with?

Seeing as how it's all laid out in the preprint linked to in the summary.

Re:Yaa! CreativIty can be measured now!

[porcupine8]

Because obviously if you didn't know about any ways of measuring creativity, it means that there can't possibly be an entire field devoted to creativity research that's spent decades operationalizing aspects of it and developing valid and reliable tests for it?

Which isn't to say we can measure it with 100% accuracy or that there's no debate still about what it is, what should be included, etc etc. But it's so nice of you to completely dismiss out of hand the very idea of measuring it in any way.