Reassessing the effect of colour on attitude and behavioural intentions in promotional activities: The moderating role of mood and involvement

Ioannis Rizomyliotis, Kleopatra Konstantoulaki and Ioannis Kostopoulos

Australasian marketing journal, 2018, vol. 26, issue 3, 204-215

Abstract: The present research examines the effect of background colour on attitude and behavioural intentions in various promotional activities taking into consideration the moderating role of mood and involvement. Three experiments reflecting different promotional activities (window display, consumer trade show, guerrilla marketing) were conducted for this purpose. Overall, findings indicate that cool background colours, in contrast to warm colours, induce more positive attitudes and behavioural intentions mainly in positive mood, and low involvement conditions. Implications are also discussed.

Keywords: Background colour; Promotional activities; Attitude (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1441358217300186
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:26:y:2018:i:3:p:204-215

DOI: 10.1016/j.ausmj.2018.04.002

Access Statistics for this article

Australasian marketing journal is currently edited by Roger Marshall

More articles in Australasian marketing journal from Elsevier
Bibliographic data for series maintained by Catherine Liu ().