Open AccessSynchronicity in Signage Promotes a Sense of Belonging
Author(s) -
Aparna Sundar,
Flávia Igliori Gonsales,
Gracie Schafer
Publication year - 2018
Publication title -
interdisciplinary journal of signage and wayfinding
Language(s) - English
Resource type - Journals
ISSN - 2470-9670
DOI - 10.15763/issn.2470-9670.2018.v2.i2.a34
Subject(s) - synchronicity , signage , feeling , perception , psychology , social psychology , solidarity , cognitive psychology , political science , advertising , business , neuroscience , politics , psychoanalysis , law
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.