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Keywords: Product color
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Journal Articles
The moderating impact of product shadows on ad effectiveness perceptions for gestalt versus component product frames, product presentation color, and consumer visual processing modes
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Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2022) 39 (4): 345–357.
Published: 25 April 2022
... be especially difficult under the modern-day, digital ad clutter (Jung et al., 2014 ; Pieters et al., 2010). By identifying specific product color presentation scenarios and consumer visual processing modes where product shadows may enhance or lower ad effectiveness for gestalt (vs component...
