Subtle Signal Decoding

Subtle Signal Decoding

Reviewed by Faisal Zaidi

The finding that subtle brand markers are harder for general observers to decode.

What it is

Products carrying them may be seen as cheaper by mainstream observers, while people who know the category read the same cues as a way to set themselves apart. It is drawn from work by Jonah Berger and Morgan Ward (2010).

In effect

In the article on quiet logos: the same plain product reads, it serves as higher or lower in status depending on who is looking.

What it does not say

The experiments show that subtle markers are harder for general observers to read. They do not say that quiet branding always lowers status: people who know the category read the same cues differently.

Sources

  1. Berger, J., & Ward, M. (2010). Subtle signals of inconspicuous consumption. Journal of Consumer Research, 37(4), 555-569.