Energy Drink Logo Enough to Shape Consumer Performance, Study Finds

ScienceDaily (Jan. 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 to the brand — like speed, power, aggressiveness and risk-taking — and the results were both positive and negative, professors S. Adam Brasel and James Gips of the Boston College Carroll School of Management report in the current edition of the Journal of Consumer Psychology.

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