The effect of an advertisement's color on emotions evoked by an ad and attitude towards the ad

Marie-Christine Lichtlé ()
Additional contact information
Marie-Christine Lichtlé: MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School, UM - Université de Montpellier, MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier

Post-Print from HAL

Abstract: 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. Colour can be used as a marketing tool to influence individuals.

Keywords: color; ad; hue; saturation; value; OSL (search for similar items in EconPapers)
Date: 2007
References: Add references at CitEc
Citations:

Published in International Journal of Advertising, 2007, 26 (1), pp.37-62. ⟨10.1080/02650487.2007.11072995⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:hal:journl:hal-05357795

DOI: 10.1080/02650487.2007.11072995

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().