SOME EFFECTS OF COLOUR INCONGRUITY IN A VISUAL AD
作者： Jean-Claude Dandouau , Marie-Christine Lichtle
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摘要: While the effects of an ad's colour on attitudes towards it have already been investigated, far less work has done influence incongruous colours. This paper examines ad using several variables advertising persuasion process. Analyses variance conducted for experimental study involving 407 respondents. The results show that a is with or product advertised affects elements surprise, perceived provocation, and positive beliefs about it.
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archives-ouvertes.fr 参考文章(29)
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