Examing the Association Between Color and Mood

The Role of Color in Financial Service Commercials

DOI

10.2991/assehr.k.220131.046How to use a DOI?

Keywords

Color-mood association; Commercial; Financial service marketing

Abstract

Color psychology has a historical discussion on the relationship between color and subjective experience, including mood. The association had been reported across cultures. Taking a new approach, this study investigated the color-mood association of viewers after perceiving financial service commercials. In the experiment, 16 subjects were recruited in Shanghai, China. Psychological mood of subjects was measured by Brief Mood Introspection Scale after receiving color stimulus, in a control condition (without color-adjustment), and four treatment conditions (Green, Yellow Blue, Red). In each trial, participants completed watching one-minute financial service commercial, controlling for average illuminance, saturation, and sound. The result of mixed analysis of variance found that pleasantness growth was significantly associated with color tone Red and Yellow, and was somewhat associated with Green and Blue, as well as negativity reduction. This has an implication in customer psychology study, also attitudinal and behavioral change campaigns design in financial service marketing.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Sha Luo
PY  - 2022
DA  - 2022/02/01
TI  - Examing the Association Between Color and Mood
BT  - Proceedings of the 2021 International Conference on Education, Language and Art (ICELA 2021)
PB  - Atlantis Press
SP  - 253
EP  - 259
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220131.046
DO  - 10.2991/assehr.k.220131.046
ID  - Luo2022
ER  -