6533b82bfe1ef96bd128d5fa
RESEARCH PRODUCT
The effect of an advertisement’s colour on emotions evoked by attitude towards the ad
Marie-christine Lichtlésubject
MarketingLightnessVariablesCommunicationmedia_common.quotation_subjectAdvertisingCovarianceModerationPsychologySocial psychologyHuemedia_commonPleasuredescription
Despite its importance surprisingly little is known about the influence of colour in advertising. This paper studies the effects of the three components of an ad’s colour (hue, saturation and lightness) on the emotions it evokes and on attitudes towards it. It is assumed that the influence of colour varies with the individual, whose optimal stimulation level (OSL) is considered a moderator variable. Analyses of covariance were conducted. The results show that OSL is a moderator variable accounting for the relations between hue and the pleasure evoked by the ad, and hue and the attitude towards the ad. Moreover, OSL proves to be a moderator for the relation between saturation and the same dependent variables.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2007-01-01 | International Journal of Advertising |