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Complementary and analogous colors in mobile advertising: the impact of color on advertisement memory and attitude toward the ad
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Orientador(es)
Resumo(s)
This research analyzes the influence of analogous and complementary colors in mobile advertising effectiveness. Previous research on the effect of color in advertising is often contradictory and does not investigate the influence of different color combinations. Furthermore, previous studies did not control product involvement: these research studies were conducted in low-involvement settings only. Two experimental studies (N-total = 180) revealed that advertisement memory is significantly higher for complementary colored advertising, while the attitude toward the ad is significantly higher for analogous colored advertising. Advertisers may incorporate these findings to choose advertisement color effectively according to each advertisement’s specific purpose.
Descrição
Palavras-chave
Color Advertising Memory Attitude