Red Bull logo enough to shape consumer performance
Chestnut Hill, Mass. (1/31/2011) – Red Bull's red and gold logo can "give you wings" – for better or worse – even if consumers don't know it, according to a new study by two Boston College professors, who found the brand's edgy marketing efforts have sold a heavy dose of attitude to consumers.
Researchers put subjects at the controls of a car racing video game, supplying each with functionally identical racecars, but each car decorated with a different brand logo and color scheme.
Players put in control of the Red Bull car displayed the characteristics often attributed ...





