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Reassessing the effect of colour on attitude and behavioural intentions in promotional activities: The moderating role of mood and involvement

Rizomyliotis, I, Konstantoulaki, K and Kostopoulos, I (2018) Reassessing the effect of colour on attitude and behavioural intentions in promotional activities: The moderating role of mood and involvement. Australasian Marketing Journal. ISSN 1441-3582

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Abstract

The present research examines the effect of background colour on attitude and behavioural intentions in various promotional activities taking into consideration the moderating role of mood and involvement. Three experiments reflecting different promotional activities (window display, consumer trade show, guerrilla marketing) were conducted for this purpose. Overall, findings indicate that cool background colours, in contrast to warm colours, induce more positive attitudes and behavioural intentions mainly in positive mood, and low involvement conditions. Implications are also discussed.

Item Type: Article
Uncontrolled Keywords: MD Multidisciplinary
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Liverpool Business School
Publisher: Elsevier
Date Deposited: 25 Jul 2018 11:56
Last Modified: 16 Sep 2018 16:52
DOI or Identification number: 10.1016/j.ausmj.2018.04.002
URI: http://researchonline.ljmu.ac.uk/id/eprint/9019

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