How Consumers React To Slogans And Taglines

Slogans, logos, and brand names are integral components of any company’s marketing message. All have one mission: to make consumers react positively to a product or service.

However, research shows that many slogans can deliver negative effects—for example, causing consumers to spend more funds when they’re told they can save, or the other way around.

Numerous studies that utilized computers were used to stimulate shopping behavior; researchers found that consumers are drawn to the prompt of a brand name or a certain logo. After participants were exposed to brands that are associated with class and luxury, they decided to spend an average of 26% more, than after they were shown neutral brands. After they were shown brands associated with saving money, they decided to spend 37% less than after they were shown the neutral brands. Indeed, the brands had the intended ‘priming’ result.

However, when it came to slogans, the same number of participants exhibited the opposite of the desired behavior. After being shown a slogan meant to provoke spending habits, they decided to spend less than after reading a neutral slogan. When a slogan invited them to save, they decided to spend more than what they are accustomed to. In this case, the slogans had a ‘reverse priming’ outcome.

There are cases where brands and slogans work at cross-purposes. For example, the slogan Titan Casino no deposit bonus tends to induce thriftiness, but the slogan is actually to draw more players; hence, more deposits.

Studies suggest that reverse priming happens because consumers perceive that the slogans deliberately attempt to persuade them, whereas brands do not. The recognition may not be intentional: research shows that some consumers automatically resist various messages.

Ultimately, this is tremendous news for marketers, who need not simply abandon slogans for fear of adverse responses. Slogans can put forth positive influence, and consumers are led to focus on something particular other than persuade.