Habitual word associations to colors as a possible factor in advertising.

Dorcus, Roy M.

doi:10.1037/h0070334

Cited by 9 publications

(10 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…A substantial body of research has explored the role of colorrelated factors in responses to advertising in a variety of settings (e.g., Dorcus 1932;Gorn et al 1997;Schindler 1986). Among other findings, research dealing with both consumer responses to color, and more broadly with general psychological responses to color, indicates that warm colors can generate more attention than cool colors (Birren 1978;Moore, Stammerjohan, and Coulter 2005;Schaie and Heiss 1964).…”

Section: Warm and Cool Color Effects In Offline Advertisingmentioning

confidence: 99%

Red-Hot and Ice-Cold Web Ads: The Influence of Web Ads’ Warm and Cool Colors on Click-Through Rates

Sokolik

Magee

Ivory

2014

Journal of Interactive Advertising

View full text Add to dashboard Cite

Section: Warm and Cool Color Effects In Offline Advertisingmentioning

confidence: 99%

Red-Hot and Ice-Cold Web Ads: The Influence of Web Ads’ Warm and Cool Colors on Click-Through Rates

Sokolik

Magee

Ivory

2014

Journal of Interactive Advertising

View full text Add to dashboard Cite

“…Evidentemente, desde el punto de vista cognitivo hay diferencias entre el lenguaje y el mundo fáctico. Thedore Karwoski, Francis Gramlich y Arnott (1944) y Roy Melvin Dorcus (1932) estudiaron que los colores y sus nombres causan respuestas diferentes en el cerebro. No podríamos equiparar esas respuestas, pero sí algunas de sus codificaciones para, como es el caso, destacar esa contraposición entre el azul y el amarillo.…”

Section: El Azul Y Los Hospitalesunclassified

Azul sencillo casi hermético

Carballo

2022

Tropelías (Zaragoza)

View full text Add to dashboard Cite

El verso “porque por ti pintan de azul los hospitales” del poema «Oda a Federico García Lorca» del poeta chileno Pablo Neruda presenta varios enigmas interpretativos, que van más allá de lo simbólico. En este artículo nos proponemos indagar en las posibilidades lectoras desde las enseñanzas que nos brinda la poética cognitiva. Para ello, integraremos en el análisis varios puntos de vista que nos ayuden a comprender mejor su alcance y pervivencia.

show abstract

“…Color plays an important role in marketing communication. Consumers associate colors with specific words 1 and feelings, 2 which may influence their attitudes towards advertisements, brands and products that use those colors 2 . Research shows that color can make advertisements more attractive, 3 promote favorable attitudes 4,5 and influence consumers' information processing 6 and their responses to advertising 1,7 .…”

Section: Introductionmentioning

confidence: 99%

“…Consumers associate colors with specific words 1 and feelings, 2 which may influence their attitudes towards advertisements, brands and products that use those colors 2 . Research shows that color can make advertisements more attractive, 3 promote favorable attitudes 4,5 and influence consumers' information processing 6 and their responses to advertising 1,7 . Understanding the sentiment associated with colors may enable marketers to generate positive online word of mouth references, improve persuasion 8 and communicate effectively with customers 7 .…”

Section: Introductionmentioning

confidence: 99%

Sentiment analysis based on frequency of color names on social media

Guo

Westland

Lai

2023

Color Research & Application

View full text Add to dashboard Cite

This study explores the temporal changes in sentiment associated with eight color names over an 18-month period at four observation points. We focus on the valence aspect of sentiment. We collected four datasets, each separated by 6 months, and each containing 18 000 mentions of each of the eight color names in English from Twitter users around the world. We calculated the weighted average sentiment score of each instance when a color is mentioned.We find that purple and pink are the most positive in average sentiment score in all observation points, whereas brown, red, and orange are ranked as the lowest in average sentiment score. In terms of relative rank in sentiment value associated with the color names, we find the three consecutive datasets of July 2020, January 2021 and July 2021 are more consistent with one another, while the January 2022 dataset is more different from the earlier three datasets. This finding indicates that the temporal consistency in color-associated sentiment might maintain within 1 year, while evolve and show more difference in a longer timeline. This study is useful to marketing professionals by revealing that color names are associated with sentiment and that these associations can be monitored using social media data regularly. We suggest that marketers can use our method to analyse the color-associated sentiment of color names regularly, maybe on an annual basis, in order to choose color names wisely.

show abstract

Habitual word associations to colors as a possible factor in advertising.

Cited by 9 publications

References 0 publications

Red-Hot and Ice-Cold Web Ads: The Influence of Web Ads’ Warm and Cool Colors on Click-Through Rates

Red-Hot and Ice-Cold Web Ads: The Influence of Web Ads’ Warm and Cool Colors on Click-Through Rates

Azul sencillo casi hermético

Sentiment analysis based on frequency of color names on social media

Contact Info

Product

Resources

About