When distorted logos are recognized as original? The role of the DRM procedure in detection of immediate and delayed consumers’ errors

Abstract

IntroductionTo deal effectively with the market, one must create a distinct logo from competing logos. However, it is not uncommon that similarities between logos of various companies are enough to mislead consumers. This paper shows how the DRM paradigm as well as prototype theories can be used to investigate correct and erroneous recognitions of distorted familiar and unfamiliar logos in short- and long-term memory. MethodThe modified hybrid DRM procedure was adopted to test brand images that were distorted but perceptually similar. Participants performed the experimental task in which short- and long-term memory for logos were tested. ResultsThe results demonstrated no difference in memory performance between familiar and unfamiliar logos after a short delay. However, a discrepancy between recognizing both types of logos arose in long term memroy toward more errors for familiar images. ConclusionsThe results confirm that the DRM procedure can be successfully used by marketers as a potential tool in either detecting unfair competition or launching new brands.