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Breaking through complexity. Gli effetti di complessit? visiva e concettuale sulla valutazione dei loghi

Author

Listed:
  • Irene Scopelliti
  • Gaetano Nino Miceli
  • Maria Antonietta Raimondo
  • Carmela Donato

Abstract

La complessit? degli stimoli visivi riguarda sia aspetti percettivi che concettuali, il cui effetto congiunto sulle reazioni del consumatore non ? ancora chiaro. L?articolo analizza l?interazione tra complessit? visiva e concettuale nell?ambito della valutazioni dei loghi. In particolare, sulla base dell?ipotesi di discrepanza-attribuzione, l?articolo propone che le due forme di complessit? generino diversi effetti sull?atteggiamento a una esposizione. Inoltre, l?articolo mostra che, con esposizioni multiple, le due forme di complessit? influenzano l?atteggiamento seguendo pattern opposti determinati dai meccanismi di fluency e di potenziale di apprendimento. I risultati di due studi supportano le ipotesi e offrono spunti per la teoria sulla complessit? del design e la gestione del brand.

Suggested Citation

  • Irene Scopelliti & Gaetano Nino Miceli & Maria Antonietta Raimondo & Carmela Donato, 2011. "Breaking through complexity. Gli effetti di complessit? visiva e concettuale sulla valutazione dei loghi," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2011(2), pages 77-97.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2011-002006
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