search query: @author Meyers-Levy, J. / total: 11
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| Author: | Meyers-Levy, J. Peracchio, L. |
| Title: | Understanding the effects of color: how the correspondence between available and required resources affects attitudes |
| Journal: | Journal of Consumer Research
1995 : SEP, VOL. 22:2, p. 121-138 |
| Index terms: | NATURAL RESOURCES ATTITUDES CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | The impact of presenting full-color, black-and-white, and colour-highlighted ad photos is examined under different processing resource conditions. When viewers devote few resources to processing, ads with some color outperform black-and-white ads. However, when viewers engage in more effortful ad processing, attitudes are sensitive to the match between available and required resources. When the substantial resources devoted to ad processing are inadequate for thorough ad scrutiny, black-and-white ads or those that color highlight aspects highly relevant to ad claims are more persuasive. |
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