A carregar...
Publicação
Complementary colors and consumer behavior: emotional affect, attitude, and purchase intention in the context of web banner advertisements
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 558.87 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
The purpose of this paper is to study how color contrast (complementary vs. analogous
colors) affect individuals’ emotions and attitudes towards advertisements and purchase
intention in the context of online web banner advertisements. Our study found that the
complementary color pair of green and red elicited statistically higher levels of pleasure than
all other color sets (yellow-violet complementary; orange, orange-red, orange-yellow
analogous; and blue, blue-green, blue-violet analogous). Furthermore, the green and red
complementary color set had more positive attitudes and higher purchase intentions when
used as the background of a web banner advertisement than all over color sets.
Descrição
Palavras-chave
Marketing Colors Consumer behavior Psychology