Understanding the effects of color: how the correspondence between available and required resources affects attitudes

Article Abstract:

The impact of presenting full-color, black-and-white, and color-highlighted ad photos is examined under different processing resource conditions. When viewers devote few resources to processing, ads with some color outperform black-and-white ads. However, when viewers engage in more effortful ad processing, attitudes are sensitive to the match between available and required resources. When the substantial resources devoted to ad processing are inadequate for thorough ad scrutiny, black-and-white ads or those that color highlight aspects highly relevant to ad claims are more persuasive. By contrast, when available resources better approximate those required for extensive ad scrutiny, full-color ads or ads that color highlight ad photo elements that are highly relevant to the ad claims are more persuasive than either black-and-white ads or ads that color highlight aspects of low relevance to ad claims. These outcomes are interpreted by extending notions offered by elaboration-likelihood and resource theories. (Reprinted by permission of the publisher.)

Color in advertising, Color advertising

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Evaluating persuasion-enhancing techniques from a resource-matching perspective

Article Abstract:

This article examines how two ad execution characteristics intended to heighten persuasion can influence the resources required to process an ad under high and low motivation conditions. These ad execution characteristics include (1) whether the ad copy is narrative or factual and (2) whether the ad layout either physically integrates or separates the ad picture and ad claims. Results reveal that under low motivation, persuasion is unaffected by these two execution characteristics but instead is affected by heuristic aspects of the ad photo. Under high motivation, whether persuasion is heightened or undermined appears to depend on the extent to which the ad execution characteristics render the resources needed to process the ad equal to, in excess of, or inadequate compared with those that motivated viewers have available for processing the ad. (Reprinted by permission of the publisher.)

Advertising, Motivation (Psychology)

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Moderators of the impact of self-reference on persuasion

Article Abstract:

This article examines two related issues: how variation in the level of self-reference in which people engage affects their persuasion and what factors may moderate self-reference effects. Respondents viewed ads that varied on two dimensions intended to influence the use of self-reference, namely, the working of the ad copy and the perspective from which the ad photo was shot. Results indicated that an initial (moderate) increase in self-referencing enhanced persuasion, while a further (extreme) increase undermined persuasion. These effects emerged, however, only when subjects were highly motivated to attend to the ad. When ad recipients' motivation was low, self-referencing had no effect. (Reprinted by permission of the publisher.)

Advertising photography, Advertising copy

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