The effect of color lightness on nonheteronormative‐themed advertising evaluation.
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| Title: | The effect of color lightness on nonheteronormative‐themed advertising evaluation. |
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| Authors: | Jeon, Eunmi (AUTHOR), Nam, Myungwoo (AUTHOR), Yan, Jinzhe (AUTHOR) |
| Source: | Social Science Quarterly (Wiley-Blackwell). Jul2023, Vol. 104 Issue 4, p816-828. 13p. 1 Diagram. |
| Subjects: | Intention, Consumer attitudes, Advertising campaigns, Advertising, Consumers, Color, Product positioning |
| Abstract: | Objective: : This research examined the effects of color lightness on evaluating advertisements featuring nonheteronormativity‐themed images. Methods: : An increasing number of brands feature nonheteronormative couples in advertisement campaigns to target nonheteronormative consumers and position brands as socially progressive. Four studies were conducted to test the hypothesis that nonheteronormativity‐themed advertising that uses lighter images would receive more favorable evaluations than darker images. Results: : The color lightness effect influenced attitudes toward the ad, product evaluations, and purchase intentions. Individuals with political conservatism exhibited a preference for lighter colored ads than darker colored ads. Furthermore, the effects of color lightness type on attitude toward ads were moderated by political conservatism, and this effect was mediated by disgust. Conclusion: : The current study suggests that a carefully designed advertising campaign featuring nonheteronormativity(gay) couples, which considers design elements can be used to target consumers and signal progressive values supported by sponsoring brands. [ABSTRACT FROM AUTHOR] |
| Copyright of Social Science Quarterly (Wiley-Blackwell) is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Psychology and Behavioral Sciences Collection |
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| Abstract: | Objective: : This research examined the effects of color lightness on evaluating advertisements featuring nonheteronormativity‐themed images. Methods: : An increasing number of brands feature nonheteronormative couples in advertisement campaigns to target nonheteronormative consumers and position brands as socially progressive. Four studies were conducted to test the hypothesis that nonheteronormativity‐themed advertising that uses lighter images would receive more favorable evaluations than darker images. Results: : The color lightness effect influenced attitudes toward the ad, product evaluations, and purchase intentions. Individuals with political conservatism exhibited a preference for lighter colored ads than darker colored ads. Furthermore, the effects of color lightness type on attitude toward ads were moderated by political conservatism, and this effect was mediated by disgust. Conclusion: : The current study suggests that a carefully designed advertising campaign featuring nonheteronormativity(gay) couples, which considers design elements can be used to target consumers and signal progressive values supported by sponsoring brands. [ABSTRACT FROM AUTHOR] |
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| ISSN: | 00384941 |
| DOI: | 10.1111/ssqu.13279 |
