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Keywords: Product color
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2022) 39 (4): 345–357.
Published: 25 April 2022
... (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) products, findings from this research can help managers...
