Title: Colours in advertising and affective responses: the moderating role of gender and optimum stimulation level

Authors: S. Balamoorthy; Mrinalini Pandey

Addresses: Department of Management Studies, Indian Institute of Technology (Indian School of Mines), Dhanbad, India ' Department of Management Studies, Indian Institute of Technology (Indian School of Mines), Dhanbad, India

Abstract: The research examined vital variables for marketers and advertisers, affective responses, gender and optimum stimulation level in advertising context specifically on colours. We studied the influence of gender and optimum stimulation level on affective responses: pleasure, arousal, dominance in cool and warm experiment. This study reviewed papers pertaining to colours in marketing, advertising, psychology and based on those developed hypotheses, adopted statistical factorial design for the experiment in the food industry context, and then applied multivariate analysis of variance to test the interaction effect; the data was gathered from a sample of 186 young students. Results of two experiments carried out revealed that gender and OSL play a vital role in influencing of colours in advertising on emotional states. Theoretical implications concerning affective responses to colour and managerial implications for advertisers and marketers are revealed.

Keywords: advertising; affective responses; colours in advertising; pleasure; arousal; dominance; gender; optimum stimulation level.

DOI: 10.1504/IJAMS.2019.100995

International Journal of Applied Management Science, 2019 Vol.11 No.3, pp.255 - 276

Received: 06 Apr 2018
Accepted: 10 Jul 2018

Published online: 01 Jul 2019 *

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