Abstract:

Organisation and disorganization are prevalent in human society, which have some effect on people’s daily life. This article takes disorganised environment as the independent variable and preference for brand logo boundaries as dependent variable. We tested if disorganised environment has a different effect on the preference for brand logo boundaries. Studies show that compared to the organised enviroment, people in disorganised environment prefer bounded brand logo (Study1A and 1B). Personal control plays the mediating effect between disorganised environment and preference for brand logo boundaries (study 2). This research not only expands new growth point of environmental orderness in the field of consumer behavior, but also providing a basis for enterprise to make effective marketing strategy.

Key words: disorganised physical environment, preference for boundaries, brand logo, personal control