Abstract

Despite the ubiquitous use of taste-focused and health-focused advertising messages, the existing advertising literature offers little guidance on how the persuasiveness of such messages might be enhanced through design elements such as color. To address this gap, the current research examines the new congruency of a visual design element (i.e., color) and a verbal design element (i.e., message type) and explores how color may facilitate the persuasion of taste-focused versus health-focused advertising messages. The message–color congruency effect is examined across two studies with between-subjects experimental designs utilizing an Amazon's Mechanical Turk (Mturk) consumer panel. The findings suggest that taste-focused advertising messages combined with color imagery and health-focused advertising messages combined with black-and-white (BW) imagery can effectively boost consumer responses, including attitude toward the ad, attitude toward the restaurant, purchase intention, and willingness to pay (WTP). Furthermore, mediation analyses demonstrate that the proposed message–color congruency effect is driven by consumers’ subjective experience of “feeling right” during information processing. Implications for designing advertisements are discussed.

摘要

尽管普遍使用以味道为中心和以健康为中心的广告消息，但是现有的广告文献很少提供有关如何通过颜色等设计元素来增强此类消息的说服力的指导。为了弥补这一差距，当前的研究检查了视觉设计元素（即颜色）和语言设计元素（即消息类型）的新一致性，并探讨了颜色如何促进以味觉为重点的广告与以健康为重点的广告的说服力消息。通过两项研究，利用亚马逊的Mechanical Turk（Mturk）消费者小组，进行了主题间实验设计，检验了消息-颜色一致性效果。研究结果表明，以口味为中心的广告消息与彩色图像相结合，以及以健康为中心的广告消息与黑白（BW）图像相结合，可以有效地提高消费者的反应，包括对广告的态度，对餐厅的态度，购买意愿，以及支付意愿（WTP）。此外，调解分析表明，建议的消息颜色一致性效果是由消费者在信息处理过程中对“感觉权”的主观体验所驱动的。讨论了设计广告的含义。中介分析表明，建议的消息颜色一致性效果是由消费者在信息处理过程中对“感觉权”的主观体验驱动的。讨论了设计广告的含义。中介分析表明，建议的消息颜色一致性效果是由消费者在信息处理过程中对“感觉权”的主观体验驱动的。讨论了设计广告的含义。