Reassessing the effect of colour on attitude and behavioural intentions in promotional activities: The moderating role of mood and involvement

The present research examines the effect of background colour on attitude and behavioural intentions in various promotional activities taking into consideration the moderating role of mood and involvement. Three experiments reflecting different promotional activities (window display, consumer trade show, guerrilla marketing) were conducted for this purpose. Overall, findings indicate that cool background colours, in contrast to warm colours, induce more positive attitudes and behavioural intentions mainly in positive mood, and low involvement conditions. Implications are also discussed

Convincing the Skeptics: Concrete Claims with Supporting Images Persuade Skeptical Consumers to Support Companies Promoting Corporate Social Responsibility Initiatives

Skepticism has been identified as one of the main impediments to successful CSR communication and previous research has established a robust effect of individual differences in ad skepticism on negative responses to advertising. However, little work has explored how ad skepticism impacts responses to CSR communication. Integrating work on CSR communication and ad skepticism, the present work advances a conceptual model addressing how concrete CSR claims and images supporting those claims can override skeptical consumers’ less favorable response to CSR advertising. Results show that highly skeptical consumers (a) respond less favorably to CSR ads than less skeptical consumers, overall; (b) respond more favorably to CSR ads that contain a combination of concrete (vs. vague) CSR claims and images (vs. no images) supporting those claims; and (c) respond as favorably as less skeptical consumers when ads feature concrete CSR claims with supporting images. Additional results reveal that images are especially effective among highly skeptical consumers because skeptical consumers have a reduced ability to visualize advertising claims. The theoretical and practical implications of these findings are discussed