Branding Through Nature: Effects of Spaciousness and Unpredictability on Brand Awareness and Brand Image

Direct human-nature interactions, as well as indirect exposure to nature via surrogates (e.g., imagery, audio, or design elements), have been proven beneficial for information processing, task performance, and well-being. In the marketing and advertising domain, first indications of nature’s positive effects on consumer memory and brand perceptions have been given. Still, not all natural settings are equal and understanding of specific nature characteristics’ potential is scarce. In this regard, research hints spacious and unpredictable nature settings as triggers of cognitive and creative enhancement. The purpose of the present study is to contribute to knowledge about the role of nature imagery in advertising and to assess the influence of unpredictability and spaciousness on brand awareness (recall and recognition) and brand image.