Colours in advertising and affective responses: the moderating role of gender and optimum stimulation level

S. Balamoorthy and Mrinalini Pandey

International Journal of Applied Management Science, 2019, vol. 11, issue 3, 255-276

Abstract: The research examined vital variables for marketers and advertisers, affective responses, gender and optimum stimulation level in advertising context specifically on colours. We studied the influence of gender and optimum stimulation level on affective responses: pleasure, arousal, dominance in cool and warm experiment. This study reviewed papers pertaining to colours in marketing, advertising, psychology and based on those developed hypotheses, adopted statistical factorial design for the experiment in the food industry context, and then applied multivariate analysis of variance to test the interaction effect; the data was gathered from a sample of 186 young students. Results of two experiments carried out revealed that gender and OSL play a vital role in influencing of colours in advertising on emotional states. Theoretical implications concerning affective responses to colour and managerial implications for advertisers and marketers are revealed.

Keywords: advertising; affective responses; colours in advertising; pleasure; arousal; dominance; gender; optimum stimulation level. (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=100995 (text/html)
Access to full text is restricted to subscribers.

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:ids:injams:v:11:y:2019:i:3:p:255-276

Access Statistics for this article

More articles in International Journal of Applied Management Science from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().