AHMEDABAD, India -- Colour and visuals are used extensively by the advertisers of different product categories to attract consumer attention and create favourable attitude. Based on this premise, the study aimed to explore the effect of colour and relative product size on the consumer attitudes incorporating the moderating role of product familiarity. Although previous assimilation efforts have been researched upon various visual elements independently; there is still no comprehensive study that assorts all the visual elements together and finds its effect on consumer attitude, for both male and female consumers.
Four hypotheses were tested viz.
1. Large-sized picture of the product in the advertisement would have a more favourable impact on the consumer attitudes - Attitude towards the Advertisement (AD), Attitude towards the Brand (AB) and Purchase Intention (PI) as compared to medium and small sized products
2. Colour advertisements would have a more favourable impact on AD, AB, and PI than black/white advertisements
3. Product familiarity would have a moderating effect on the relation between ad content (colour and product size) and the resultant consumer attitude
4. Gender differences would create different consumer attitudes towards the advertisements, the product brand and purchase intentions
The scales to measure AD, AB and PI were adapted from several studies conducted in the past and were measured using 3-item semantic differential scales. Product familiarity was measured using adapted versions of the scales from Zhou and Nakamoto (2007) and Coupey et al., (1998). The 420 respondents in age group of 18-25 years were randomly assigned to one of the 6 treatment groups and fictitious print ads were administered. The findings are interesting and insightful especially to advertisers, marketers and students pursuing communication in decision making concerning advertising content and design, impact of product familiarity on purchase intention and gender in consumers’ preference of ads.
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