Complementary colors and consumer behavior: emotional affect, attitude, and purchase intention in the context of web banner advertisements
Autor(a) principal: | |
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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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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 |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
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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