In his own words...
April 8th 2008
Like a lot of you, I've been quite amused by the various studies that show Mac users earn more, have a higher level of education and are generally more satisfied (with ourselves, of course).
We're even less likely to steal music.
Of course, by far the most entertaining of these studies to date is the one that shows "even the briefest exposure to the Apple logo may make you behave more creatively" (ScienceDaily).
NPR's Weekend Edition managed to track down Professor Gavan Fitzsimons of Duke, one of the researchers behind the study, and interviewed him (launches audio player).
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Here are a couple sound bytes culled therefrom:
NPR: What do you think the message is for consumers, professor?
Fitzsimons: We're obviously being influenced by the things around us and so we should be somewhat wary of what's around us. And then we should be strategically surrounding ourselves with logos that have associations that we find to be desirable.
NPR: And, what's the implication for advertisers?
Fitzsimons: If every time you see an Apple logo and you find yourself being more creative, you're going to be a little happier in all likelihood...
The Mac is the smarter, richer, more satisfying, more honest, more creative and, now, happier computer brand. Brilliant!
What's your take?
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