Some effects of color incongruity in a visual Ad

Marie-Christine Lichtlé (1) , Jean-Claude Dandouau (1)

1 LEG - Laboratoire d'Economie et de Gestion

While the effects of an ad's colour on attitudes towards it have already been investigated, far less work has been done on the influence of incongruous colours. This paper examines the effects of an ad using an incongruous colour on several variables of the advertising persuasion process. Analyses of variance have been conducted for an experimental study involving 407 respondents. The results show that a colour that is incongruous with the ad or with the product advertised affects the elements of surprise, perceived provocation, attitudes towards the ad and the positive beliefs about it.

Mots clés: Incongruity; Surprise; Provocation; Attitude towards an advertisement; Beliefs about an advertisement.; Beliefs about an advertisement

Domaines: Gestion et management

Marie-Christine Lichtlé, Jean-Claude Dandouau. Some effects of color incongruity in a visual Ad. 2009. ⟨hal-00567939⟩