The effect of an advertisement’s colour on emotions evoked by attitude towards the ad

  title={The effect of an advertisement’s colour on emotions evoked by attitude towards the ad},
  author={Marie‐Christine Lichtl{\'e}},
  journal={International Journal of Advertising},
  pages={37 - 62}
Despite its importance surprisingly little is known about the influence of colour in advertising. This paper studies the effects of the three components of an ad’s colour (hue, saturation and lightness) on the emotions it evokes and on attitudes towards it. It is assumed that the influence of colour varies with the individual, whose optimal stimulation level (OSL) is considered a moderator variable. Analyses of covariance were conducted. The results show that OSL is a moderator variable… 

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