Abstract

Many corporate logos use pictorial metaphors to influence consumer attitudes. Priming concrete concepts—by means of logo exposure or other procedures—changes attitudes toward dissimilar abstract targets in metaphor-consistent ways. It is assumed, however, that observers apply a logo’s metaphor externally to interpret the company and its service. This research examined the possibility that observers may instead apply that metaphor internally to interpret their current condition and hence their need for the company’s service. We hypothesized that the same logo can have divergent effects on company liking depending on the direction of metaphor application. To test this possibility, we built on evidence that people apply available metaphors especially when they feel unsure about the target. We predicted that observers would apply a logo’s metaphor externally when unsure about the company, but internally when unsure about themselves. Three experiments provide convergent support for hypotheses. We discuss impli..