search query: @indexterm CONSUMER RESEARCH / total: 600
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| Author: | |
| Title: | Effects of color as an executional cue in advertising: They're in the shade. |
| Journal: | Management Science
1997 : OCT, VOL. 43. p. 1387-1400 |
| Index terms: | ADVERTISING EXPENDITURE MARKETING CONSUMER RESEARCH CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | This research proposes and tests a conceptual framework linking the hue, chroma, and value of the color(s) in an ad to consumers' feelings and attitudes. The results support the hypotheses that ads containg colors with a higher level of value lead to greater linking for the ad, and this effect is mediated by the greater feelings of relaxation elicited by the higher value color. A follow-up study found that although managers often select higher value and higher chroma colors, in a large number of cases they do not. The findings of both studies are integrated in the discussion of importance of value and chroma in increasing the range of options available to a manager faced with the selection of colors in an ad. |
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