The actual content of the study just refers to logos for the clothing parts. > The results showed that participants elected to co-operate with partners whose a

The actual content of the study just refers to logos for the clothing parts. > The results showed that participants elected to co-operate with partners whose avatars had unbranded clothing 57% of the time, but when the avatar sported a luxury logo, this figure dropped to 45%. > A second study, in which participants could first choose the design of their own avatar, found that those who chose branded rather than unbranded clothing themselves were still less likely to choose to co-operate with partners with brand-boasting vs logo-free avatars.