A study suggests that brand advertising has failed to get inside the minds of computer users:
One hundred eight college students who had purchased either a Mac or PC laptop computer completed measures of the Big Five personality traits [Extraversion, Neuroticism, Openness to Experience, Agreeableness, Conscientiousness], ratings of brand characteristics of Macs and PCs, measures of implicit attitudes toward these products, and determinants of brand choices. Big Five personality traits did not differentiate between Mac and PC owners.
Students overall rated Macs higher on various product attributes (attractive style, cool, youthful, and exciting) and PCs higher on reasonable price and good for gaming. Brand owners rated their own brands higher on characteristics of reliability, good for homework, ease of use, good for Internet surfing, and good features. PC owners placed greater importance on cost as a determinant of brand choice, whereas Mac owners placed greater emphasis on style. … Mac owners showed more favorable implicit attitudes and stronger implicit self-identification with Macs than did PC owners.
(Hat tip: Christian Jarrett)