Abstract Research has shown that the experience of fluency influences buying intentions of food products, but no study has examined how brand logos transferring a feeling of fluency might impact actual food intake. In two experiments, we assess how exposure to simple versus complex brand logos impacts food consumption. Study 1 shows that individuals consume more from a product which features a simple, flat logo compared to a product that features a complex, non-flat logo. Study 2 depicts the nature of the product as an important moderator in this effect: while for non-prestigious products simple brand logos increase consumption, the opposite occurs for prestigious food products. Overall, while the tenet of the findings is consistent with earlier work on fluency effects within the food domain, this research provides evidence that brand logo design has the potential to impact actual food intake.

中文翻译：

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面对品牌Logo简约化趋势：品牌Logo设计对消费的影响

摘要 研究表明，流畅性体验会影响食品的购买意愿，但没有研究研究传递流畅感的品牌标识如何影响实际的食物摄入量。在两个实验中，我们评估了接触简单与复杂的品牌标识如何影响食品消费。研究 1 表明，与具有复杂、非平面标志的产品相比，个人从具有简单、平面标志的产品中消费更多。研究 2 将产品的性质描述为这种效果的重要调节因素：对于非知名产品，简单的品牌标识会增加消费，而知名食品则相反。总体而言，虽然研究结果的宗旨与早期关于食品领域流畅性影响的研究一致，