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This book is based on the author's doctoral dissertation dealing with consumer responses to color in advertising. Although color is invariably present in almost all advertising, a lot of unanswered questions still exist concerning the effects different colors in an advertisement elicit in consumers exposed to them. Which are the emotional responses print advertisements with different colored backgrounds produce? Are red or blue backgrounds optimal for the memorization of the advertisement and the brand? How are attitudes toward the advertisement influenced by the color that dominates in the ad? Do the effects of color on consumers change when exposure conditions differ?
Info autore
Dr. Antigone G. Kyrousi is an academic and researcher in the field of marketing. She currently works as Adjunct Faculty in Deree - The American College of Greece. Her research interests lie in the field of advertising and marketing communications, as well as consumer behavior. Her work has been published in journals and international conferences.
