AN INVESTIGATION OF AROUSAL DRIVEN CONSUMER BEHAVIORS BASED ON COLOR TYPE, WARMTH, VIBRANCY, COMPLEXITY AND COMBINATIONS
In: Doctoral Dissertations, 2023
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Zugriff:
Colors are ubiquitous, especially in the world of brands. Colors help managers create brand identities, establish brand perceptions, attract consumers to their brands and increase brand recognition. Therefore, managers in both for profit and not-for-profit organizations invest ample time and cost in deciding colors for their brand stimuli. However, due to the limited theoretical frameworks available in the color literature, managers are compelled to stick to established color norms. The “Arousal Theory of Color†is one of those frameworks, which proposes that warm and highly saturated single colors drive arousal (Crowley,1993). However, in the recent past, several brands are breaking away from single colors and are exploring multiple colors or color combinations to make them stand out in the market (Google, NBC, Nike, Bear Republic etc.). Yet limited research has investigated the underlying theoretical process between multi-colored stimuli and arousal. Drawing upon visual complexity theory, arousal theory of color, and psychedelic color theory, this dissertation explores how multi-colors impact vibrancy, complexity, arousal, and purchase intentions. Essay 1 explores how marketers can use cool colors on brand logos to increase arousal instead of sticking to warm colors. Drawing on visual complexity theory, five experimental studies (4 controlled experiments that examine fictitious brand logos and 1 Facebook experiment that test different logo color conditions of a not-for-profit initiative) show that the use of multiple cool colors increase the logos’ visual complexity. This in turn, drives higher arousal levels compared to logos made up of single cool colors and has a subsequent impact on brand excitement and consumer’s willingness to purchase the brand. Essay 2 extends Essay 1’s findings by examining the types of color combinations that are most effective in driving visual complexity, vibrancy, and arousal. Drawing on visual complexity and psychedelic art theories, two studies (one large scale study ...
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AN INVESTIGATION OF AROUSAL DRIVEN CONSUMER BEHAVIORS BASED ON COLOR TYPE, WARMTH, VIBRANCY, COMPLEXITY AND COMBINATIONS
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Autor/in / Beteiligte Person: | Bandara, Nadeesha H. |
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Zeitschrift: | Doctoral Dissertations, 2023 |
Veröffentlichung: | ScholarWorks@UMass Amherst, 2023 |
Medientyp: | academicJournal |
DOI: | 10.7275/31905304 |
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