The effects of matching empty ad space color to featured product’s color on consumer buying impulse
Abstract
Purpose The purpose of this paper is to investigate how matching an ad’s empty space color specifically to that of the advertised product’s color (instead of leaving it white) impacts consumers’ product buying impulse. It tests two competing hypotheses, where the salience explanation proposes a positive effect of empty space–product color matching on product buying impulse, while the contrast account predicts an opposite effect....
Paper Details
Title
The effects of matching empty ad space color to featured product’s color on consumer buying impulse
Published Date
Feb 11, 2021
Volume
38
Issue
3
Pages
262 - 271
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