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Some effects of color incongruity in a visual Ad

Author

Listed:
  • Marie-Christine Lichtlé

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

  • Jean-Claude Dandouau

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

Abstract

While the effects of an ad's colour on attitudes towards it have already been investigated, far less work has been done on the influence of incongruous colours. This paper examines the effects of an ad using an incongruous colour on several variables of the advertising persuasion process. Analyses of variance have been conducted for an experimental study involving 407 respondents. The results show that a colour that is incongruous with the ad or with the product advertised affects the elements of surprise, perceived provocation, attitudes towards the ad and the positive beliefs about it.

Suggested Citation

  • Marie-Christine Lichtlé & Jean-Claude Dandouau, 2009. "Some effects of color incongruity in a visual Ad," Working Papers hal-00567939, HAL.
    • Handle: RePEc:hal:wpaper:hal-00567939
    Note: View the original document on HAL open archive server: https://hal.science/hal-00567939v1
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    References listed on IDEAS

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    1. Meyers-Levy, Joan & Tybout, Alice M, 1989. "Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 39-54, June.
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