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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Marie-Christine Lichtlé, 2007. "The effect of an advertisement's color on emotions evoked by an ad and attitude towards the ad," Post-Print hal-05357795, HAL.
    • Handle: RePEc:hal:journl:hal-05357795
    DOI: 10.1080/02650487.2007.11072995
    as

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