1. IIMB-
  2. Faculty Publications
  3. Working Papers
  4. 1993
Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/123456789/521
Title: Color in advertising
Authors: Gorn, Gerald J 
Chattopadhyay, Amitava 
Keywords: Marketing management;Advertisement
Issue Date: 1993
Publisher: Indian Institute of Management Bangalore
Series/Report no.: IIMB Working Paper-47
Abstract: A print ad was designed where the hue, chroma (saturation), and value (lightness) of the color in the ad were manipulated in a 2 x 2 x 2 between subjects design. The results revealed that differences in chroma and value had significant effects on feelings of arousal and relaxation, respectively. These feelings influenced ad attitude. Value also influenced consumers9 brand attitude. Interestingly, the three dimensions of color had no effects on information processing. The implications of these findings are discussed
URI: http://repository.iimb.ac.in/handle/123456789/521
Appears in Collections:1993

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