It is generally accepted that logo characteristics have significant effects on consumer brand preferences. However, little is known about how logo stability and instability drive consumer attitudes. To address this gap in the logo literature, the authors draw on a new perspective of brand concepts based on human values and explore why and how this logo characteristic exerts influence. Across three studies, the authors show that consumers prefer a stable logo brand when it embodies conservation concepts, while they prefer an unstable logo brand when it embodies openness concepts. The underlying mechanism for this matching effect is processing fluency. Furthermore, the matching effect is attenuated for people who are low (vs. high) in visual information processing. Overall, these findings shed light on when and how marketers should adopt stability/instability in logo design.

人们普遍认为徽标特征对消费者品牌偏好有重大影响。但是，关于徽标稳定性和不稳定性如何驱动消费者态度的知之甚少。为了解决徽标文献中的这一空白，作者基于人类价值观念对品牌概念进行了新的探讨，并探讨了徽标特征为何以及如何发挥影响力。在三项研究中，作者表明，当消费者在体现保护概念时喜欢稳定的徽标品牌，而当消费者在体现开放性概念时喜欢不稳定的徽标品牌。这种匹配效果的基本机制是处理流畅性。此外，对于视觉信息处理中低（相对于高）的人，匹配效果会减弱。全面的，