2007/01/01 by Marie‐Christine Lichtlé · 1 citation
Psychology · Business, Management and Accounting · #Color perception and design #Consumer Behavior in Brand Consumption and Identification #Multisensory perception and integration
paper · doi:10.1080/02650487.2007.11072995
openalex publication_date 2007/01/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/02
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 accounting for the relations between hue and the pleasure evoked by the ad, and hue and the attitude towards the ad. Moreover, OSL proves to be a moderator for the relation between saturation and the same dependent variables.