The current multi-study examination explored explicit and implicit appeal of a prominent form of retro sport marketing: retro team logos. Study 1 utilized the stimuli-organism-response framework to test preference differences between those offered team merchandise with a retro logo and those offered the same merchandise with the current logo. Statistically significant preference differences were not uncovered, yet it was found that previous exposure to the retro logo negatively impacted preference of the retro logo. Based on these results, Study 2 utilized an implicit association test to assess the style appeal of retro and current logos. This assessment, once again, found no difference in the explicit preference for the retro and current logos, yet an implicit bias of freshness toward the current logo and outdatedness toward the retro logo was found. Together, the results provide preliminary evidence of the ephemeral impact of retro team logos within a professional sports context.

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探索复古运动标志的显性和隐性吸引力

当前的多项研究检查探讨了复古运动营销的一种显着形式的显性和隐性吸引力：复古团队徽标。研究 1 利用刺激-有机体-反应框架来测试提供带有复古标志的团队商品和提供带有当前标志的相同商品的偏好差异。没有发现统计上显着的偏好差异，但发现以前接触复古标志会对复古标志的偏好产生负面影响。基于这些结果，研究 2 使用隐式关联测试来评估复古和现代标志的风格吸引力。该评估再次发现，对复古徽标和当前徽标的明确偏好没有区别，然而，人们发现了对当前标志的新鲜感和对复古标志的过时的隐含偏见。总之，这些结果提供了关于复古队徽在职业体育环境中的短暂影响的初步证据。