Color in advertising

The Digital Institutional Repository of IIM Bangalore

Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/123456789/521

DC Field	Value	Language
dc.contributor.author	Gorn, Gerald J	en_US
dc.contributor.author	Chattopadhyay, Amitava	en_US
dc.date.accessioned	2012-07-26T11:27:30Z
dc.date.accessioned	2016-01-01T07:06:16Z
dc.date.accessioned	2019-05-27T08:41:57Z	-
dc.date.available	2012-07-26T11:27:30Z
dc.date.available	2016-01-01T07:06:16Z
dc.date.available	2019-05-27T08:41:57Z	-
dc.date.copyright	1993	en_US
dc.date.issued	1993
dc.identifier.other	WP_IIMB_47	-
dc.identifier.uri	http://repository.iimb.ac.in/handle/123456789/521	-
dc.description.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
dc.language.iso	en	en_US
dc.publisher	Indian Institute of Management Bangalore	-
dc.relation.ispartofseries	IIMB Working Paper-47	-
dc.subject	Marketing management	-
dc.subject	Advertisement	-
dc.title	Color in advertising	en_US
dc.type	Working Paper
dc.pages	25p.
dc.identifier.accession	E3984; E3985
Appears in Collections:	1993

File	Description	Size	Format
wp.iimb.47.pdf		2.95 MB	Adobe PDF	View/Open

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