Animated logos in mobile marketing communications: The roles of logo movement directions and trajectories

摘要: This research examines consumer preferences for two different features, movement directions and trajectories, of “animated logos” which are company logos moving across the screens of mobile devices (usually, in a GIF, Graphics Interchange Format). Results based on three experiments show, first, that consumers prefer logos moving upward over those moving downward regardless of the company's power and innovativeness. Second, when logos are associated with highly innovative companies, consumers demonstrate a stronger …