Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.14279/14457
Title: | Color effects in print advertising: A research update (1985-2012) | Authors: | Panigyrakis, George G. Kyrousi, Antigone G. |
Major Field of Science: | Social Sciences | Field Category: | Media and Communications | Keywords: | Advertising;Attention;Color;Emotion;Memory | Issue Date: | 1-Jan-2015 | Source: | Corporate Communications, Volume 20, Issue 3, 3 August 2015, Pages 233-255 | Journal: | Corporate Communications | Abstract: | Purpose – The purpose of this paper is to review the literature published since 1985 regarding color effects in advertising and at setting an agenda for future research. Design/methodology/approach – Recent publications (1985-2012) regarding the effects of color in advertising on consumers’ attention, memory and emotional responses are reviewed and discussed. Findings – The review reveals that the effects of color on attention, emotion and memory still remain largely unknown, mainly due to the inherent complexity of the subject and lack of systematic research. At the same time, promising research venues and challenges for the future are identified in the form of research questions. Originality/value – The key potential contribution of this paper stems from the identification of promising research questions and challenges for investigating the role of color in advertising. | URI: | https://hdl.handle.net/20.500.14279/14457 | ISSN: | 13563289 | DOI: | 10.1108/CCIJ-12-2011-0072 | Rights: | ©Emerald Group Publishing Limited. | Type: | Article | Affiliation : | Athens University of Economics and Business | Publication Type: | Peer Reviewed |
Appears in Collections: | Άρθρα/Articles |
CORE Recommender
SCOPUSTM
Citations
10
17
checked on Mar 14, 2024
Page view(s) 10
330
Last Week
0
0
Last month
3
3
checked on Oct 15, 2024
Google ScholarTM
Check
Altmetric
Items in KTISIS are protected by copyright, with all rights reserved, unless otherwise indicated.