Journal article
Painting Your Point: The Role of Color in Firms' Strategic Responses to Product Failures via Advertising and Marketing Communications
Journal of advertising, v 45(4), pp 365-376
01 Jan 2016
Abstract
Color plays a significant role in firms' strategic marketing communications and advertising. This research examines how color (red versus blue) in advertising and marketing communications that follow a firm's failure dynamically influences consumers' interpretations of negative firm information and sensitivity to the firm's response to the failure. We find that the color red used in postfailure advertising and firm marketing communications narrows the scope of consumers' conceptual attention on the firm failure and makes consumers less sensitive to a firm's response to the failure. In contrast, exposure to the color blue expands the scope of consumers' conceptual attention and makes them integrate the firm's response in their firm evaluations. In addition, the negative effect of red is mitigated via the use of a more benign cue, leading to the broadening of the scope of conceptual attention and integration of a firm's response that are consistent with blue cues.
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Details
- Title
- Painting Your Point: The Role of Color in Firms' Strategic Responses to Product Failures via Advertising and Marketing Communications
- Creators
- Marina Puzakova - Lehigh UniversityHyokjin Kwak - Drexel UniversitySuresh Ramanathan - Texas A&M UniversityJoseph F. Rocereto - Monmouth University
- Publication Details
- Journal of advertising, v 45(4), pp 365-376
- Publisher
- Taylor & Francis
- Number of pages
- 12
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing
- Web of Science ID
- WOS:000392814500001
- Scopus ID
- 2-s2.0-84973889786
- Other Identifier
- 991019169543104721
InCites Highlights
Data related to this publication, from InCites Benchmarking & Analytics tool:
- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Business
- Communication