Relationship between Spokesperson’s Gender and Advertising Color Temperature in a Framework of Advertising Effectiveness

Pilelienė Lina () and Grigaliūnaitė Viktorija ()
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Pilelienė Lina: Marketing Department, Faculty of Economics and Management, Vytautas Magnus University, Lithuania
Grigaliūnaitė Viktorija: Marketing Department, Faculty of Economics and Management, Vytautas Magnus University, Lithuania

Scientific Annals of Economics and Business, 2017, vol. 64, issue s1, 1-13

Abstract: Advertising spokesperson is one of the undeniably important factors affecting advertising effectiveness. However, advertising spokesperson has to have some particular features to be effective. Various previous researches resulted in determination of different features of advertising spokesperson and their effectiveness; i.e. type of a spokesperson (celebrity vs. a regular person); gender and race of a spokesperson; etc. were found to have an impact on the spokesperson’s effectiveness. However, the research on the impact of shooting color temperature on its effectiveness is still scarce. Moreover, an assumption can be made that color temperature might cause a different effect depending on advertising spokesperson’s gender. The aim of this paper is to fill this gap by analyzing the relationship between spokesperson’s gender and advertising color temperature in a framework of advertising effectiveness. Neuromarketing research methods were applied to meet the aim and to determine the guidelines for its usage in advertising.

Keywords: advertising color; advertising effectiveness; color temperature; spokesperson (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:aicuec:v:64:y:2017:i:s1:p:1-13:n:3

DOI: 10.1515/saeb-2017-0036

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