品牌标识的隐性设计线索对消费者品牌创造性感知的影响

从品牌标识的隐性设计线索特征视角切入，基于图底反转原理和溢出效用，本文研究旨在探究品牌标识的隐性设计线索对消费者品牌创造性感知的作用机理。三个实验研究结果表明：品牌标识的隐性设计线索比显性设计线索更能够增加消费者品牌创造性感知，且此效用成立的条件为：消费者自主发现隐性设计线索。同时，消费者的感知有趣性中介了此效用。此外，产品视觉审美集中度正向强化了品牌标识的隐性设计线索对品牌创造性感知的影响作用。

The Impact of Implicit Design Cues of Brand Logo on Consumer Brand Creativity Perception

From the perspective of implicit design cues of brand logo and using figure-ground reversal principle and spillover effects, this study analyzes the mechanism of implicit design cues of logos on consumer brand creativity perception. Results from three experiments indicate that implicit design cues of logos can increase consumer brand creativity perception more than explicit design cues. It is also found that the condition for this effect is that consumers discover implicit design cues themselves. Perceived interestingness has mediation effect between logo design cues and brand creativity perception. Besides, Centrality of Visual Product Aesthetics positively strengthen the relationship between implicit design cues and brand creativity perception.