The effect of color and self-view priming in persuasive communications

Volume: 98, Pages: 33 - 49
Published: May 1, 2019
Abstract
We examine how the associative properties of the color red relate to an independent self-view, and their impact on advertising message processing and persuasion. In study 1, using explicit measures, we demonstrate that red is associated with independence-focused words. In study 2, employing an Implicit Association Test, we further examine the congruence of independence and red, and observe an identical pattern of results. In study 3, we test...
Paper Details
Title
The effect of color and self-view priming in persuasive communications
Published Date
May 1, 2019
Volume
98
Pages
33 - 49
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