Understanding the Effects of Color: How the Correspondence between Available and Required Resources Affects Attitudes
- 1 September 1995
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 22 (2) , 121-138
- https://doi.org/10.1086/209440
Abstract
The impact of presenting full-color, black-and-white, and color-highlighted ad photos is examined under different processing resource conditions. WheKeywords
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