Colour temperature in advertising and its impact on consumer purchase intentions
Keywords:advertising, behaviour economics, consumer behaviour, structural equation modelling
Research background: The conditions of globalization lead to a situation where consumers are overloaded with commercial information. Moreover, abundance of various promotional techniques makes consumers indifferent to many companies? efforts. On the other hand, organizations are allocating tremendous parts of their budgets to create advertisements which sometimes remain unnoticed or do not stimulate consumer purchase intentions. Therefore, a wide body of scientific re-search on advertising effectiveness has emerged in recent years. Many aspects of advertising have been analysed, e.g. the effectiveness of advertising spokesperson, appeal, layout, etc. However, the research on advertising colour temperature and its impact on advertising effectiveness is still scarce.
Purpose of the article: Considering the intensifying competition in the retail sector, creating attractive and stimulating advertisements becomes an important task for many organizations. The aim of this research is to determine the impact of the colour temperature used in advertisements on consumer purchase intentions.
Methods: In order to determine the impact of advertising colour temperature on consumer purchase intentions, a questionnaire survey was provided. The questionnaire was elaborated based on the analysis and synthesis of scientific literature.
Findings & Value added: The theoretical analysis substantiated the different influence of colours and colour temperature on consumer perception. Therefore, the assumption was made: all other parameters being constant, the colour temperature of an advertisement might have a different impact on consumer perception. The results of empiric research revealed the differences of the impact of colour temperature on consumer purchase decisions in terms of an attitude toward advertising and the brand, reported brand-related behaviour. The colour temperature related to insights for the enhancement of advertising effectiveness and guidelines for future research are provided.
Garitta, L., Hough, G., & Chaves, A. (2013). Sensory analysis of broccoli over time: consumer defined critical attributes and evaluation of digital photographs in comparison to real product appearance. Food Quality and Preference, 29(1). doi: 10.1016/j.foodqual.2013.02.001.
Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3). doi: 10.1007/s11747-011-0261-6.
Kapogiannatou, A., Paronis, E., Paschidis, K., Polissidis, A., & Kostomitsopoulos, N. G. (2016). Effect of light colour temperature and intensity on ?h? behaviour of male C57CL/6J mice. Applied Animal Behaviour Science, 184. doi: 10.1016/j.applanim.2016.08.005.
Kareklas, I., Brunel, F. F., & Coulter, R. A. (2014). Judgment is not color blind: the impact of automatic color preference on product and advertising preference. Journal of Consumer Psychology, 24(1). doi: 10.1016/j.jcps.2013.09.005.
Lee, S., & Barnes, J. H. (1989). Using color preferences in magazine advertising. Journal Of Advertising Research, 29(6).
Michael, G. A., Galich, H., Relland, S., & Prud?hon, S. (2010). Hot colors: the nature and specificity of color-induced nasal thermal sensations. Behavioural Brain Research, 207(2). doi: 10.1016/j.bbr.2009.10.027.
Patil, D. (2012). Coloring consumer?s psychology using different shades the role of perception of colors by consumers in consumer decision making process: a mi-cro study of select departmental stores in Mumbai city, India. Journal Of Busi-ness & Retail Management Research, 7(1).
Pilelien?, L., Grigali?nait?, V., & Stakauskait?, G. (2016). The influence of product packaging colour on impulsive buying behaviour. Management of Organi-zations: Systematic Research. 76. doi: 10.7220/MOSR.2335.8750.2016.76.7.
Singh, S. (2006). Impact of color on marketing. Management Decision, 44(6). doi: 10.1108/00251740610673332.
Smolders, K. C. H. J., & de Kort, Y. A. W. (2017). Investigating daytime effects of correlated colour temperature on experiences, performance, and arousal. Journal of Environmental Psychology, 50. doi: 10.1016/j.jenvp.2017.02.001.
Suzuki, M., Kimura, R., Kido, Y., Inoue, T., Moritani, T., & Nagai, N. (2017). Color of hot soup modulates postprandial satiety, thermal sensation, and body temperature in young women. Appetite, doi: 10.1016/j.appet.2017.03.041.