My Mac Made me a Creative Genius
11:37 am, May 3rd, 2008, Leigh McMullen
While it’s taken as writ that we cultists tend to be creative types, a recent study from the Fuqua school of business at Duke University seems to indicate that simply seeing an Apple logo makes you more creative.
The researchers conducted a number of experiments, one of which was showing the logos for fractions of a second to create a subliminal impression, and in all cases those who’d seen the Apple logo scored higher on standardized creativity tests than those who’d seen the IBM logo or no logos at all.
Keith Sawyer in his Creativity and Innovation blog has got a great write up on the paper if you don’t feel like sorting through all the academic stuff in the published paper (I managed to get through 5 whole pages before turning to Keith’s excellent article).
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Posted by Leigh McMullen in Advertising, News | Comment on this article
I’m so glad to see this article, and the reaction to it, mentioned on the “Cult of Mac” blog. Do you think the media over-reacted to the article’s minimal findings because most reporters are Mac users?
Keith Sawyer, on May 3rd, 2008 at 12:23 pm
I miss the old rainbow logo. It’s my desktop on all my macs and my ipod touch right now.
Camperton, on May 3rd, 2008 at 9:04 pm
@Keith,
Uh, yeah… Leander called it the Cult of Mac for a reason. There are only two consumer products companies who seem to be able to evoke such a rabid fan-base: Apple and Harley-Davidson. It would make for and interesting exercise to work out WHY.
Leigh McMullen, on May 6th, 2008 at 11:44 am