Understanding the Effects of Color: How the Correspondence between Available and Required Resources Affects Attitudes
AbstractThe impact of presenting full-color, black-and-white, and color-highlighted ad photos is examined under different processing resource conditions. When viewers devote few resources to processing, ads with some color outperform black-and-white ads. However, when viewers engage in more effortful ad processing, attitudes are sensitive to the match between available and required resources. When the substantial resources devoted to ad processing are inadequate of thorough ad scrutiny, black-and-white ads or those that color highlight aspects highly relevant to ad claims are more persuasive. By contrast, when available resources better approximate those required for extensive ad scrutiny, full-color ads or ads that color highlight ad photo elements that are highly relevant to the ad claims are more persuasive than either black-and-white ads or ads that color highlight aspects of low relevance to ad claims. These outcomes are interpreted by extending notions offered by elaboration-likelihood and resource theories. Copyright 1995 by the University of Chicago.
Download InfoTo our knowledge, this item is not available for download. To find whether it is available, there are three options:
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a search for a similarly titled item that would be available.
Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 22 (1995)
Issue (Month): 2 (September)
Contact details of provider:
Web page: http://www.journals.uchicago.edu/JCR/
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Pitt, Leyland & Parent, Michael & Berthon, Pierre & Steyn, Peter G., 2010. "Event sponsorship and ambush marketing: Lessons from the Beijing Olympics," Business Horizons, Elsevier, vol. 53(3), pages 281-290, May.
- Schoormans, Jan P. L. & Robben, Henry S. J., 1997. "The effect of new package design on product attention, categorization and evaluation," Journal of Economic Psychology, Elsevier, vol. 18(2-3), pages 271-287, April.
- Louie, Therese A., 2005. "Hindsight bias and outcome-consistent thoughts when observing and making service provider decisions," Organizational Behavior and Human Decision Processes, Elsevier, vol. 98(1), pages 88-95, September.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).
If references are entirely missing, you can add them using this form.