Colour effects in green advertising

Lim, Dongjae; Baek, Tae Hyun; Yoon, Sukki; Kim, Yeonshin

doi:10.1111/ijcs.12589

Cited by 52 publications

(54 citation statements)

References 61 publications

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“…For example, Lim et al. (2020) found that different colour have different effect on green advertising. Specifically, compared with grey, green symbolizes eco‐friendliness and is more effective in producing positive attitudes towards the ads.…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

Abstract or concrete? The influence of image type on consumer attitudes

Zhou

Zheng

2021

Int J Consumer Studies

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Pictures have been used for a wide range of marketing purposes, but few studies have focused on the specific uses of abstract versus concrete images in marketing field. This study explores the impact of image type on consumer attitudes based on the conception of imagery elaboration. We find that the interaction between product category and image type has a significant effect on consumer attitudes. Specifically, for hedonic product, abstract image is more likely to motivate consumers to form a positive attitude than concrete image, whereas for utilitarian product, concrete image is more effective. We also show the mediating role of imagery elaboration. The interaction of product category and image type has a significant effect on imagery elaboration: in the case of hedonic product, product with abstract image was found to be better for evoking imagery elaboration, whereas in the case of utilitarian product, adding a concrete image to the product was more successful at generating imagery elaboration. Furthermore, imagery elaboration has a significant effect on consumer attitudes. This study offers specific suggestions that companies can incorporate into product design and marketing.

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Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

Abstract or concrete? The influence of image type on consumer attitudes

Zhou

Zheng

2021

Int J Consumer Studies

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“…It is also known that visual imagery is an effective way to inform consumers and capture their interest, but also to increase the perceived product benefits [ 69 ]. Furthermore, the image linked to the mountain pasture cheese message used in this study was predominated by the colour green, which has been demonstrated to be associated with environmental friendliness and is the most effective for producing positive attitudes [ 70 ]. Previous studies that have examined consumer perception on verbal versus pictorial claims reached opposite conclusions on which modality is most effective [ 71 , 72 ].…”

Section: Discussionmentioning

confidence: 99%

Does the ‘Mountain Pasture Product’ Claim Affect Local Cheese Acceptability?

Endrizzi

Cliceri

Menghi

et al. 2021

Foods

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This paper aims to explore the impact of “mountain pasture product” information on the acceptability of local protected designation of origin (PDO) cheese produced from the raw milk of cows grazing in mountain pastures (P) or reared in valley floor stalls (S). A total of 156 consumers (55% males, mean age 41 years) were asked to evaluate their overall liking on a 9-point hedonic scale of four samples: Cheeses P and S were presented twice with different information about the origin of the milk (cows grazing on mountain pasture or reared in a valley floor stall). Demographics, consumer habits, and opinions on mountain pasture practice (MPP), attitudes towards sustainability, and food-related behaviours (i.e., diet, food waste production, organic food, and zero food miles products purchase) were recorded and used to segment consumers. The cheeses were all considered more than acceptable, even though they were found to be significantly different in colour and texture by instrumental analyses. In the whole consumer panel, the cheese P was preferred, while in consumer segments less attentive to product characteristics, this effect was not significant. External information had a strong effect: Overall liking was significantly higher in cheeses presented as “mountain pasture product”, both in the whole panel and in consumer segments with different attitudes (except for those with a low opinion of MPP).

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“…In line with extant research (Lang et al, 2002;Lang, 2017), structural factors of in-app ads refer to elements used to present information in-app ads. Based on related research from traditional online advertising we know that the in-app ad structure is assessed based on various structural factors such as animation (Cheung et al, 2017;Li et al, 2016;Liu et al, 2019;Muñoz-Leiva et al, 2018;Seo et al, 2018), color brightness (Chiu et al, 2017;Kareklas et al, 2019;Lim et al, 2020;Moore et al, 2005), location prominence (Al-Natour et al, 2013;Calisir and Karaali, 2008;Das tan et al, 2018;Li et al, 2016) and the size (Cho, 2003;Namin et al, 2020;North and Ficorilli, 2017). The structural perceptions are furthermore determined by the similarity to the background structure of the in-app ad, which refers to the relationship of an in-app ad to its background within the app.…”

Section: Previous Research On Structural and Semantic Factorsmentioning

confidence: 99%

In-app advertising: a two-step qualitative comparative analysis to explain clicking behavior

Mattke

Maier

Reis

et al. 2021

EJM

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Purpose Individuals only click on a very small fraction of the in-app advertisements (ads) they are exposed to. Despite this fact, organizations spend generously placing in-app ads without theoretical knowledge of how the structure and the semantics of in-app ads influence individuals’ clicking behavior. This study aims to identify how the processing of structural and semantic factors leads to clicking behavior. Design/methodology/approach Based on the limited capacity theory, this paper proposes that the sequential processing of structural and semantic factors leads to clicking behavior. To mirror the sequential process, this paper applies a process-oriented configurational approach and performs a two-step qualitative comparative analysis (QCA) using 262 incidents of exposure to in-app ads. Findings The results support the proposed sequential processing and show that neither structural nor semantic factors alone lead to clicking behavior. This paper reveals four different paths of sequential processing of in-app ads that lead to clicking behavior. The results show that individuals click on non-animated in-app ads even though these are perceived as irritating or privacy-concerning. When the in-app ads are animated, individuals do only click on them when these are not irritating, privacy-concerning and personalized. Research limitations/implications Organizations can use these findings to improve their in-app ads and generate more clicks. This study recommends that organizations place in-app ads in a prominent location, design them similar to the design of the app and use bright colors. The advertising message needs to have new and relevant information in a credible and entertaining way. Depending on the degree of personalization, organizations should use different sizes of the in-app ad and only use animation if it is unlikely that the in-app ad caused irritation or privacy concerns. Practical implications Organizations can use these findings to improve their in-app ads and generate more clicks. This paper recommends that organizations place in-app ads in a prominent location, design them similar to the design of the app and with bright colors. The advertising message needs to have new and relevant information in a credible and entertaining way. Depending on the degree of personalization, organizations should use different sizes of the in-app ad and only use animation if it is unlikely that the in-app ad caused irritation or privacy concerns. Originality/value From the in-app ad perspective, this study is the first to theoretically develop and empirically show the sequential processing of structural and semantic factors of in-app ads. From the methodological perspective, this study applies an advanced configurational two-step QCA approach, which is capable of analyzing sequential processes and is new to marketing research.

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Colour effects in green advertising

Cited by 52 publications

References 61 publications

Abstract or concrete? The influence of image type on consumer attitudes

Abstract or concrete? The influence of image type on consumer attitudes

Does the ‘Mountain Pasture Product’ Claim Affect Local Cheese Acceptability?

In-app advertising: a two-step qualitative comparative analysis to explain clicking behavior

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