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Colours in advertising and affective responses: the moderating role of gender and optimum stimulation level

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  • S. Balamoorthy
  • Mrinalini Pandey

Abstract

The research examined vital variables for marketers and advertisers, affective responses, gender and optimum stimulation level in advertising context specifically on colours. We studied the influence of gender and optimum stimulation level on affective responses: pleasure, arousal, dominance in cool and warm experiment. This study reviewed papers pertaining to colours in marketing, advertising, psychology and based on those developed hypotheses, adopted statistical factorial design for the experiment in the food industry context, and then applied multivariate analysis of variance to test the interaction effect; the data was gathered from a sample of 186 young students. Results of two experiments carried out revealed that gender and OSL play a vital role in influencing of colours in advertising on emotional states. Theoretical implications concerning affective responses to colour and managerial implications for advertisers and marketers are revealed.

Suggested Citation

  • S. Balamoorthy & Mrinalini Pandey, 2019. "Colours in advertising and affective responses: the moderating role of gender and optimum stimulation level," International Journal of Applied Management Science, Inderscience Enterprises Ltd, vol. 11(3), pages 255-276.
    • Handle: RePEc:ids:injams:v:11:y:2019:i:3:p:255-276
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