A study appearing in the Journal of Marketing Research in April examines how a sense of effort impacts the way consumers respond to brands. The study shows that consumers who were forced to work a little bit when confronted by a brand viewed the brand more positively.

The researchers’ findings show, first, that brand opinions are not static or fixed.

“The message is that people don’t just form brand opinions and stick with them,” said [Sharon] Shavitt, a professor of business administration. “Instead, they’re constantly monitoring their sense of understanding. They may in fact be swinging between doubt and closure more often than we think.”

Second, by requiring effort, consumers have to actively manage their understanding of the brand, rather than simply processing it along normal (and, presumably, unconscious) lines.

“A sense of difficulty threatens consumers’ metacognitive comfort zone and can lead them to doubt their understanding of an established brand,” Shavitt said. “Consumers expect a strong sense of understanding for those brands, and when that’s threatened it can lead them to be more open to reevaluating a brand.”

Shavitt goes on to claim that distracting situations may in fact be beneficial for brands—provided that the conditions induce doubt about previous understandings of the brand. In other words, not all distractions are helpful.

Marketers also can plant a sense of struggle, [Shavitt] said, such as contests or online surveys with new information that runs counter to a brand’s traditional image. McDonald’s, one of the brands included in the study, could instill doubt by asking consumers how many salad varieties are on menus or the sodium content of its burgers and fries, she said.

On one level, the results aren’t surprising. Marketers have known for a long time that the best marketing will challenge audiences’ presuppositions. People crave a sense of discovery, especially when it relates to something they’re already familiar with.

On another level, though, if the findings are accurate, brand awareness is much more malleable and dynamic than commonly believed.

One complaint: The Science Daily article reporting the study makes no distinction between forms of effort: it lumps physical distractions (such as blurry print) and cognitive dissonance together. My sense is that forcing audiences to reconcile dissonant ideas about a brand has far more beneficial effects than taxing the attention of the already distracted consumer.

Here’s the Science Daily article.

I think most of us are pleased that 2008 is over and the New Year has begun.

Sue Hunter, a freelance member of the Stein creative team and great friend, penned an original haiku that deserves passing along to you as she did for me. It suggests an attitude that is healthy and perhaps puts things in perspective.

Stein is entering its 44^thyear of serving educational institutions. This past year was generally very good for us. We gained a number of new clients, developed new campaigns for several existing clients, added two new consultants to our staff and won our share of awards and accolades. And, we were continually reminded that change is inevitable — in life and in business.

Thus, I am sorry to announce that Jenny Brower, Vice President of Sales and Client Services, has resigned to pursue a new opportunity that was too good for her to pass up. As much as we’ll miss her, we wish Jenny only success and happiness. (Unfortunately, this means that I’m going to have to go back to working a little harder until we find her replacement.)

Heading into the new year, I want to assure you that Stein is strong. We are focused. We are resilient. And we are dedicated to continue creating some of the finest and most effective work in the marketplace. And always with laughter and grateful hearts.

Best wishes for 2009!

Opps, I forgot to mention that Patt Farrell, also a great friend and freelance resource, illustrated Sue’s haiku.

This appeared in the Boston Globe on Christmas Day, so in case you missed it: Facing rising tuition here at home and more purchasing power in Canada, greater numbers of New England students are heading north of the border for college.

Colleges in eastern Canada report mounting interest this fall among high school seniors from the Northeast, with a recently stronger US dollar making already low tuition costs even more of a bargain for Americans.

Although applications for next academic year are not due for at least a month, schools from Toronto to Halifax say many students in the Boston area and throughout the region are drawn by the allure of an international college experience relatively close to home.

…

The number of Americans studying abroad has more than doubled in the past decade, and high school counselors say the influx to Canada reflects a broader trend of students attending foreign universities full time.

Since 2001, the number of American attending college in Canada has risen by 50 percent to about 9,000, according to Canadian Embassy in Washington.

Now, 9,000 students isn’t a huge number, and the recruiting efforts appear to be confined to New England, but it’s a trend worth watching. US schools appear to be behind the 8-ball on this one: Canadian colleges are heavily subsidized, making them less expensive than private schools in the US and in some cases comparable to public institutions. Add to that a simplified admissions process, schools with outstanding reputations, and (at least in the case of Toronto) fabulous urban experiences. Oh, and while they don’t qualify for financial aid, US students can receive loans from the federal government (that is, our federal government) to study in Canada.

I’m curious, though: Does anyone know the number of Canadian students studying in the US?

The full story is here.