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Does social distancing affect the processing of brand logos?

Stefania D'Ascenzo1, Elisa Scerrati2, Caterina Villani1

  • 1Department of Philosophy and Communication, University of Bologna, Bologna, Italy.

Brain and Behavior
|February 25, 2022
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Social distancing measures influenced cognitive processing, particularly for social images. This effect was more pronounced six months after the initial COVID-19 spread in Italy, impacting perception of distance.

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brand logosdistancing effectperceptionsocial distancingspaced

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Area of Science:

  • Cognitive Psychology
  • Social Psychology
  • Neuroscience

Background:

  • The COVID-19 pandemic necessitated social distancing and isolation measures globally.
  • Understanding the cognitive impacts of these prolonged social changes is crucial.

Purpose of the Study:

  • To investigate the effect of social distancing on cognitive processing of brand logos.
  • To examine how the perception of visual stimuli changes over time during the pandemic.

Main Methods:

  • A size discrimination task was employed using six brand logos across three categories: letters, symbols, and social images.
  • Participants viewed logos in original and spaced formats.
  • Two participant groups were tested: one early in the pandemic and another six months later in Italy.

Main Results:

  • An overall "distancing effect" was observed, where spaced stimuli were processed slower than original ones.
  • This effect was significant only for the group tested six months into the pandemic.
  • The distancing effect was modulated by logo type, emerging solely for social images in both groups.

Conclusions:

  • Social distancing behaviors appear to be integrated into the cognitive system.
  • This integration affects the perception of distance, especially when processing social images.
  • Cognitive adaptations to pandemic-related social changes warrant further investigation.