Thinking about Microsoft Vista will make you dumber and slower, too

You don’t need to be a Mac owner to be a cutting-edge hipster. Turns out just thinking about Apple can make you more creative.

That’s according to researchers at Duke University and the University of Waterloo, who found that exposing people to a brand’s logo for 30 milliseconds will make them behave in ways associated with that brand. And in Apple’s case that means more creatively, Gavan Fitzsimons, one of the Duke professors who conducted the study, tells the Business Technology Blog. The study will be published in the April issue of the Journal of Consumer Research.

Think Apple: It boosts creativity (WSJ Business Technology Blog)