Complementary colors and consumer behavior: emotional affect, attitude, and purchase intention in the context of web banner advertisements

Detalhes bibliográficos
Autor(a) principal: White, Allison Elise Raven
Data de Publicação: 2018
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/52273
Resumo: 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.
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spelling Complementary colors and consumer behavior: emotional affect, attitude, and purchase intention in the context of web banner advertisementsMarketingColorsConsumer behaviorPsychologyDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe 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.Martinez, LuisMartinez, LuisaRUNWhite, Allison Elise Raven2021-06-30T00:30:13Z2018-06-062018-06-06T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/52273TID:201974150enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:26:03Zoai:run.unl.pt:10362/52273Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:32:32.287824Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Complementary colors and consumer behavior: emotional affect, attitude, and purchase intention in the context of web banner advertisements
title Complementary colors and consumer behavior: emotional affect, attitude, and purchase intention in the context of web banner advertisements
spellingShingle Complementary colors and consumer behavior: emotional affect, attitude, and purchase intention in the context of web banner advertisements
White, Allison Elise Raven
Marketing
Colors
Consumer behavior
Psychology
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Complementary colors and consumer behavior: emotional affect, attitude, and purchase intention in the context of web banner advertisements
title_full Complementary colors and consumer behavior: emotional affect, attitude, and purchase intention in the context of web banner advertisements
title_fullStr Complementary colors and consumer behavior: emotional affect, attitude, and purchase intention in the context of web banner advertisements
title_full_unstemmed Complementary colors and consumer behavior: emotional affect, attitude, and purchase intention in the context of web banner advertisements
title_sort Complementary colors and consumer behavior: emotional affect, attitude, and purchase intention in the context of web banner advertisements
author White, Allison Elise Raven
author_facet White, Allison Elise Raven
author_role author
dc.contributor.none.fl_str_mv Martinez, Luis
Martinez, Luisa
RUN
dc.contributor.author.fl_str_mv White, Allison Elise Raven
dc.subject.por.fl_str_mv Marketing
Colors
Consumer behavior
Psychology
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Marketing
Colors
Consumer behavior
Psychology
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description 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.
publishDate 2018
dc.date.none.fl_str_mv 2018-06-06
2018-06-06T00:00:00Z
2021-06-30T00:30:13Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/52273
TID:201974150
url http://hdl.handle.net/10362/52273
identifier_str_mv TID:201974150
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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