Traditional brand research argues that successful logos are ones that are highly relevant to the product they represent. However, a market research firm recently reported that nearly $20 \%$ of all table wine brands introduced in the last three years feature an animal on the label. Since animals have little to do with the product, why are marketers using this tactic?
Some researchers have proposed that consumers who are "primed" (in other words, they've thought about the image earlier in an unrelated context) process visual information more easily. 28 To demonstrate this, the researchers randomly assigned participants to either a primed or a nonprimed group. Each participant was asked to indicate his or her attitude toward a product on a seven-point scale (from 1 = dislike very much to 7 = like very much). A bottle of MagicCoat pet shampoo, with a picture of a collie on the label, was the product. Prior to giving this score, however, participants were asked to do a word find where four of the words were common to both groups (pet, grooming, bottle, label) and four were either related to the product image (dog, collie, puppy, woof) or conflicted with the image (cat, feline, kitten, meow). The following table contains the responses listed from smallest to largest. (.1. BPREF