6533b860fe1ef96bd12c2cac

RESEARCH PRODUCT

Some effects of color incongruity in a visual Ad

Marie-christine LichtléJean-claude Dandouau

subject

Beliefs about an advertisementSurpriseBeliefs about an advertisementIncongruitySurpriseProvocationAttitude towards an advertisementBeliefs about an advertisement.Attitude towards an advertisementBeliefs about an advertisement.Provocation[SHS.GESTION]Humanities and Social Sciences/Business administrationIncongruity[SHS.GESTION] Humanities and Social Sciences/Business administration[ SHS.GESTION ] Humanities and Social Sciences/Business administration

description

32; While the effects of an ad's colour on attitudes towards it have already been investigated, far less work has been done on the influence of incongruous colours. This paper examines the effects of an ad using an incongruous colour on several variables of the advertising persuasion process. Analyses of variance have been conducted for an experimental study involving 407 respondents. The results show that a colour that is incongruous with the ad or with the product advertised affects the elements of surprise, perceived provocation, attitudes towards the ad and the positive beliefs about it.

yearjournalcountryeditionlanguage
2009-12-15
https://hal.archives-ouvertes.fr/hal-00567939