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Mascots, design characteristics and children: Does affective response match with cognitive response?

Author

Listed:
  • Ana Côrte-Real

    (Faculdade de Economia e Gestão, Universidade Católica Portuguesa - Porto)

  • Paulo Lencastre

    (Faculdade de Economia e Gestão, Universidade Católica Portuguesa - Porto)

Abstract

This research addresses the question of how mascots design characteristics affect children recognition and affective response of this type of brand sign. Regarding the literature, it was clear for us the important contribution in studying the short and long term recognition. It is found that the different design characteristics associated with the universal design principles (abstraction, figurativity, symmetric, asymmetric, round and angular forms) stimulated different levels of recognition and affection among the children. The study contributes to our understanding of which mascot design characteristics increase the effectiveness of non-verbal communication.

Suggested Citation

  • Ana Côrte-Real & Paulo Lencastre, 2009. "Mascots, design characteristics and children: Does affective response match with cognitive response?," Working Papers de Gestão (Management Working Papers) 13, Católica Porto Business School, Universidade Católica Portuguesa.
    • Handle: RePEc:cap:mpaper:132009
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    Keywords

    Branding Semiotics; Brand Identity; Brand Marketing; Brand Response;
    All these keywords.

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