Synchronicity in Signage Promotes a Sense of Belonging
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Published:
Aug 7, 2018
Keywords:
synchronicity in signage entitativity trust solidarity belonging
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Abstract
The role of synchronicity in signage is investigated in two studies. Synchronicity has been theoretically linked to solidarity or a feeling of unity. In this research, we empirically investigate the effects of depicting synchronicity in signage using the visual principle of rhythm. Rhythm in images to create synchronicity in signage increases entitativity and a sense of belonging. We demonstrate key effects that can be leveraged in shaping consumer inferences in community and commercial contexts. Finally, we demonstrate the effectiveness of this strategy, but only when prior perceptions of belonging are absent. Implications for theory and future research are discussed.
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References
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Auffrey, C., & Hildebrandt, H. (2017). Do motorists see business signs? Maybe. Maybe not. A study of the probability that motorists view on-premise signs. Interdisciplinary Journal of Signage and Wayfinding, 1(2), 100–115.
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Berendt, J., & Uhrich, S. (2016). Enemies with benefits: The dual role of rivalry in shaping sports fans' identity. European Sport Management Quarterly, 16(5), 613–634.
Bullough, J. (2017). Factors affecting sign visibility, conspicuity, and legibility: Review and annotated bibliography. Interdisciplinary Journal of Signage and Wayfinding, 1(2), 2–25.
Childers, T. L., & Houston, M. J. (1984). Conditions for a picture-superiority effect on consumer memory. Journal of Consumer Research, 11(2), 643–654.
Cian, L., Krishna, A., & Elder, R. S. (2014). This logo moves me: Dynamic imagery from static images. Journal of Marketing Research, 51(2), 184–197.
Cian, L., Krishna, A., & Elder, R. S. (2015). A sign of things to come: Behavioral change through dynamic iconography. Journal of Consumer Research, 41(6), 1426–1446.
Couvelaere, V., & Richelieu, A. (2005). Brand strategy in professional sports: The case of French soccer teams. European Sport Management Quarterly, 5(1), 23–46.
Dionisio, P., Leal, C., & Moutinho, L. (2008). Fandom affiliation and tribal behaviour: A sports marketing application. Qualitative Market Research: An International Journal, 11(1), 17–39.
Dondis, D. A. (1974). A primer of visual literacy. Cambridge, MA: MIT Press.
Edell, J. A., & Staelin, R. (1983). The information processing of pictures in print advertisements. Journal of Consumer Research, 10(1), 45–61.
https://doi.org/10.1086/208944
FINA. (2013). Synchronised swimming manual for judges, coaches & referees. Lausanne: Fédération Internationale de Natation (FINA). Retrieved from https://www.fina.org/sites/default/files/sy_manual_2013-2017.pdf
Fontaine, L., & Bradbury, S. L. (2018). Providing brand guidance for independent businesses: A supplement to District Signage Standards. Interdisciplinary Journal of Signage and Wayfinding, 2(1), 5–33.
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Garvey, P. M., Eie, W. Y., & Klenna, M. J. (2016). The effect of font characteristics on large format display. Interdisciplinary Journal of Signage and Wayfinding, 1(1).
Gibbs Jr., R. W. (2011). Evaluating conceptual metaphor theory. Discourse Processes, 48(8), 529–562.
https://doi.org/10.1080/0163853X.2011.606103
Gladden, J. M., & Funk, D. C. (2002). Developing an understanding of brand associations in team sport: Empirical evidence from consumers of professional sport. Journal of Sport Management, 16(1), 54–81.
Grohs, R., Reisinger, H., & Woisetschläger, D. M. (2015). Attenuation of negative sponsorship effects in the context of rival sports teams' fans. European Journal of Marketing, 49(11/12), 1880–1901.
Guenther, R. K., Klatzky, R. L., & Putnam, W. (1980). Commonalities and differences in semantic decisions about pictures and words. Journal of Verbal Learning and Verbal Behavior, 19(1), 54–74.
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Hirschman, E. C. (1986). Humanistic inquiry in marketing research: Philosophy, method, and criteria. Journal of Marketing Research, 23(3), 237–249.
Holbrook, M. B., & Moore, W. L. (1981). Feature interactions in consumer judgments of verbal versus pictorial presentations. Journal of Consumer Research, 8(1), 103–113.
Hunt, S. A., & Benford, R. D. (2004). Collective identity, solidarity, and commitment. In D. A. Snow, S. A. Soule, & H. Kriesi (Eds.), The Blackwell companion to social movements (pp. 433–457). Oxford, UK: Blackwell.
Jourdan, D., Strauss, E., & Hunter, M. (2017). Sign code development process: Best practices. Interdisciplinary Journal of Signage and Wayfinding, 2(1), 34–59.
Kellaris, J. J., & Machleit, K. A. (2016). Signage as marketing communication: A conceptual model and research propositions. Interdisciplinary Journal of Signage and Wayfinding, 1(1).
Kisielius, J., & Roedder, D. L. (1983). The effects of imagery on attitude-behavior consistency. ACR North American Advances, 10, 72–74.
Lakens, D. (2010). Movement synchrony and perceived entitativity. Journal of Experimental Social Psychology, 46(5), 701–708.
https://doi.org/10.1016/j.jesp.2010.03.015
Lakoff, G., & Johnson, M. (1980). Metaphors we live by. Chicago, IL: University of Chicago Press.
Leborg, C. (2006). Visual grammar. New York: Princeton Architectural Press.
Lupton, E., & Phillips, J. C. (2015). Graphic design: The new basics (2nd ed.). New York: Princeton Architectural Press.
Lutz, K. A., & Lutz, R. J. (1977). Effects of interactive imagery on learning: Application to advertising. Journal of Applied Psychology, 62(4), 493.
Madrigal, R. (2000). The influence of social alliances with sports teams on intentions to purchase corporate sponsors' products. Journal of Advertising, 29(4), 13–24.
https://doi.org/10.1080/00913367.2000.10673621
Mick, D. G., Burroughs, J. E., Hetzel, P., & Brannen, M. Y. (2004). Pursuing the meaning of meaning in the commercial world: An international review of marketing and consumer research founded on semiotics. Semiotica, 2004(152–1/4), 1–74.
Morris, C. W. (1938). Foundations of the theory of signs. In International encyclopedia of unified science (pp. 1-59). Chicago, IL: University of Chicago Press.
Moutinho, L., Dionísio, P., & Leal, C. (2007). Surf tribal behaviour: A sports marketing application. Marketing Intelligence & Planning, 25(7), 668–690.
Rorty, R. (1989). Contingency, irony, and solidarity. Cambridge University Press.
https://doi.org/10.1017/CBO9780511804397
Schaefer, S. (2016). A string of pearls. Interdisciplinary Journal of Signage and Wayfinding, 1(1).
https://doi.org/10.15763/issn.2470-9670.2016.v1.i1.a5
Schlesinger, T., & Güngerich, M. (2011). Analysing sport sponsorship effectiveness—The influence of fan identification, credibility and product-involvement. International Journal of Sport Management and Marketing, 9(1–2), 54–74.
Shepard, R. N. (1967). Recognition memory for words, sentences, and pictures. Journal of Verbal Learning and Verbal Behavior, 6(1), 156–163.
https://doi.org/10.1016/S0022-5371(67)80067-7
Starch, D. (1966). Measuring advertising readership and results. McGraw-Hill.
Sutton, W. A., McDonald, M. A., Milne, G. R., & Cimperman, J. (1997). Creating and fostering fan identification in professional sports. Sport Marketing Quarterly, 6, 15–22.
Symonds, P. (2017). Wayfinding signage considerations in international airports. Interdisciplinary Journal of Signage and Wayfinding, 1(2), 60–80.
Underwood, R., Bond, E., & Baer, R. (2001). Building service brands via social identity: Lessons from the sports marketplace. Journal of Marketing Theory and Practice, 9(1), 1–13.
Ward, N. (2017). Accessible wayfinding: Empathy, human-centered design, and a blank slate. Interdisciplinary Journal of Signage and Wayfinding, 1(2), 81–99.
Watkins, B. A. (2014). Revisiting the social identity–brand equity model: An application to professional sports. Journal of Sport Management, 28(4), 471–480.
Weinstein, A. (2017). Legal considerations in sign code development. Interdisciplinary Journal of Signage and Wayfinding, 2(1), 50–79.
https://doi.org/10.15763/issn.2470-9670.2017.v2.i1.a17
Wertheimer, M. (1938). Special problems: First group: Perception, A. Perception and organisation, Section 5: Laws of organisation of
perceptual forms. In W. D. Ellis (Ed.), A source book of Gestalt psychology (pp. 71–88). London: Routledge & Kegan Paul.
Wiltermuth, S. S., & Heath, C. (2009). Synchrony and cooperation. Psychological Science, 20(1), 1–5.
https://doi.org/10.1111/j.1467-9280.2008.02253.x
van Mourik Broekman, A., Gordijn, E. H., Koudenburg, N., & Postmes, T. (2018). Reshaping social structure through performances: Emergent solidarity between actors and observers. Journal of Experimental Social Psychology, 76, 19–32.
https://doi.org/10.1016/j.jesp.2017.12.002
Yun-Tsan, L. (2017). Influence of spectator motivation and team identification on team loyalty and switching intentions of sports fans. Advances in Management, 10(4), 7.
Auffrey, C., & Hildebrandt, H. (2017). Do motorists see business signs? Maybe. Maybe not. A study of the probability that motorists view on-premise signs. Interdisciplinary Journal of Signage and Wayfinding, 1(2), 100–115.
Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Journal of the Academy of Marketing Science, 22(4), 328–339.
Berendt, J., & Uhrich, S. (2016). Enemies with benefits: The dual role of rivalry in shaping sports fans' identity. European Sport Management Quarterly, 16(5), 613–634.
Bullough, J. (2017). Factors affecting sign visibility, conspicuity, and legibility: Review and annotated bibliography. Interdisciplinary Journal of Signage and Wayfinding, 1(2), 2–25.
Childers, T. L., & Houston, M. J. (1984). Conditions for a picture-superiority effect on consumer memory. Journal of Consumer Research, 11(2), 643–654.
Cian, L., Krishna, A., & Elder, R. S. (2014). This logo moves me: Dynamic imagery from static images. Journal of Marketing Research, 51(2), 184–197.
Cian, L., Krishna, A., & Elder, R. S. (2015). A sign of things to come: Behavioral change through dynamic iconography. Journal of Consumer Research, 41(6), 1426–1446.
Couvelaere, V., & Richelieu, A. (2005). Brand strategy in professional sports: The case of French soccer teams. European Sport Management Quarterly, 5(1), 23–46.
Dionisio, P., Leal, C., & Moutinho, L. (2008). Fandom affiliation and tribal behaviour: A sports marketing application. Qualitative Market Research: An International Journal, 11(1), 17–39.
Dondis, D. A. (1974). A primer of visual literacy. Cambridge, MA: MIT Press.
Edell, J. A., & Staelin, R. (1983). The information processing of pictures in print advertisements. Journal of Consumer Research, 10(1), 45–61.
https://doi.org/10.1086/208944
FINA. (2013). Synchronised swimming manual for judges, coaches & referees. Lausanne: Fédération Internationale de Natation (FINA). Retrieved from https://www.fina.org/sites/default/files/sy_manual_2013-2017.pdf
Fontaine, L., & Bradbury, S. L. (2018). Providing brand guidance for independent businesses: A supplement to District Signage Standards. Interdisciplinary Journal of Signage and Wayfinding, 2(1), 5–33.
Freeman, W. J. (2000). A neurobiological role of music in social bonding. In B. Merker, N. L. Wallin, & S. Brown (Eds.), The origins of music (pp. 411–424). Cambridge, MA: MIT Press.
Garvey, P. M., Eie, W. Y., & Klenna, M. J. (2016). The effect of font characteristics on large format display. Interdisciplinary Journal of Signage and Wayfinding, 1(1).
Gibbs Jr., R. W. (2011). Evaluating conceptual metaphor theory. Discourse Processes, 48(8), 529–562.
https://doi.org/10.1080/0163853X.2011.606103
Gladden, J. M., & Funk, D. C. (2002). Developing an understanding of brand associations in team sport: Empirical evidence from consumers of professional sport. Journal of Sport Management, 16(1), 54–81.
Grohs, R., Reisinger, H., & Woisetschläger, D. M. (2015). Attenuation of negative sponsorship effects in the context of rival sports teams' fans. European Journal of Marketing, 49(11/12), 1880–1901.
Guenther, R. K., Klatzky, R. L., & Putnam, W. (1980). Commonalities and differences in semantic decisions about pictures and words. Journal of Verbal Learning and Verbal Behavior, 19(1), 54–74.
Hayes, A. F. (2012). PROCESS: A Versatile Computational Tool for Observed Variable Mediation, Moderation, and Conditional Process Modeling, white paper, accessed June 17, 2018, http://www.afhayes.com/public/process2012.pdf
Heere, B., & James, J. D. (2007). Sports teams and their communities: Examining the influence of external group identities on team identity. Journal of Sport Management, 21(3), 319–337.
Hirschman, E. C. (1986). Humanistic inquiry in marketing research: Philosophy, method, and criteria. Journal of Marketing Research, 23(3), 237–249.
Holbrook, M. B., & Moore, W. L. (1981). Feature interactions in consumer judgments of verbal versus pictorial presentations. Journal of Consumer Research, 8(1), 103–113.
Hunt, S. A., & Benford, R. D. (2004). Collective identity, solidarity, and commitment. In D. A. Snow, S. A. Soule, & H. Kriesi (Eds.), The Blackwell companion to social movements (pp. 433–457). Oxford, UK: Blackwell.
Jourdan, D., Strauss, E., & Hunter, M. (2017). Sign code development process: Best practices. Interdisciplinary Journal of Signage and Wayfinding, 2(1), 34–59.
Kellaris, J. J., & Machleit, K. A. (2016). Signage as marketing communication: A conceptual model and research propositions. Interdisciplinary Journal of Signage and Wayfinding, 1(1).
Kisielius, J., & Roedder, D. L. (1983). The effects of imagery on attitude-behavior consistency. ACR North American Advances, 10, 72–74.
Lakens, D. (2010). Movement synchrony and perceived entitativity. Journal of Experimental Social Psychology, 46(5), 701–708.
https://doi.org/10.1016/j.jesp.2010.03.015
Lakoff, G., & Johnson, M. (1980). Metaphors we live by. Chicago, IL: University of Chicago Press.
Leborg, C. (2006). Visual grammar. New York: Princeton Architectural Press.
Lupton, E., & Phillips, J. C. (2015). Graphic design: The new basics (2nd ed.). New York: Princeton Architectural Press.
Lutz, K. A., & Lutz, R. J. (1977). Effects of interactive imagery on learning: Application to advertising. Journal of Applied Psychology, 62(4), 493.
Madrigal, R. (2000). The influence of social alliances with sports teams on intentions to purchase corporate sponsors' products. Journal of Advertising, 29(4), 13–24.
https://doi.org/10.1080/00913367.2000.10673621
Mick, D. G., Burroughs, J. E., Hetzel, P., & Brannen, M. Y. (2004). Pursuing the meaning of meaning in the commercial world: An international review of marketing and consumer research founded on semiotics. Semiotica, 2004(152–1/4), 1–74.
Morris, C. W. (1938). Foundations of the theory of signs. In International encyclopedia of unified science (pp. 1-59). Chicago, IL: University of Chicago Press.
Moutinho, L., Dionísio, P., & Leal, C. (2007). Surf tribal behaviour: A sports marketing application. Marketing Intelligence & Planning, 25(7), 668–690.
Rorty, R. (1989). Contingency, irony, and solidarity. Cambridge University Press.
https://doi.org/10.1017/CBO9780511804397
Schaefer, S. (2016). A string of pearls. Interdisciplinary Journal of Signage and Wayfinding, 1(1).
https://doi.org/10.15763/issn.2470-9670.2016.v1.i1.a5
Schlesinger, T., & Güngerich, M. (2011). Analysing sport sponsorship effectiveness—The influence of fan identification, credibility and product-involvement. International Journal of Sport Management and Marketing, 9(1–2), 54–74.
Shepard, R. N. (1967). Recognition memory for words, sentences, and pictures. Journal of Verbal Learning and Verbal Behavior, 6(1), 156–163.
https://doi.org/10.1016/S0022-5371(67)80067-7
Starch, D. (1966). Measuring advertising readership and results. McGraw-Hill.
Sutton, W. A., McDonald, M. A., Milne, G. R., & Cimperman, J. (1997). Creating and fostering fan identification in professional sports. Sport Marketing Quarterly, 6, 15–22.
Symonds, P. (2017). Wayfinding signage considerations in international airports. Interdisciplinary Journal of Signage and Wayfinding, 1(2), 60–80.
Underwood, R., Bond, E., & Baer, R. (2001). Building service brands via social identity: Lessons from the sports marketplace. Journal of Marketing Theory and Practice, 9(1), 1–13.
Ward, N. (2017). Accessible wayfinding: Empathy, human-centered design, and a blank slate. Interdisciplinary Journal of Signage and Wayfinding, 1(2), 81–99.
Watkins, B. A. (2014). Revisiting the social identity–brand equity model: An application to professional sports. Journal of Sport Management, 28(4), 471–480.
Weinstein, A. (2017). Legal considerations in sign code development. Interdisciplinary Journal of Signage and Wayfinding, 2(1), 50–79.
https://doi.org/10.15763/issn.2470-9670.2017.v2.i1.a17
Wertheimer, M. (1938). Special problems: First group: Perception, A. Perception and organisation, Section 5: Laws of organisation of
perceptual forms. In W. D. Ellis (Ed.), A source book of Gestalt psychology (pp. 71–88). London: Routledge & Kegan Paul.
Wiltermuth, S. S., & Heath, C. (2009). Synchrony and cooperation. Psychological Science, 20(1), 1–5.
https://doi.org/10.1111/j.1467-9280.2008.02253.x
van Mourik Broekman, A., Gordijn, E. H., Koudenburg, N., & Postmes, T. (2018). Reshaping social structure through performances: Emergent solidarity between actors and observers. Journal of Experimental Social Psychology, 76, 19–32.
https://doi.org/10.1016/j.jesp.2017.12.002
Yun-Tsan, L. (2017). Influence of spectator motivation and team identification on team loyalty and switching intentions of sports fans. Advances in Management, 10(4), 7.