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ROP Color and Its Effect on Newspaper Advertising.
- Source :
- Journal of Marketing Research (JMR); May64, Vol. 1 Issue 2, p68-70, 3p
- Publication Year :
- 1964
-
Abstract
- The authors report a study of reactions to four department store ads, two with color and two black and white. The ads with color evoked more positive reactions to the merchandise and were more often identified with higher status storm. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 00222437
- Volume :
- 1
- Issue :
- 2
- Database :
- Complementary Index
- Journal :
- Journal of Marketing Research (JMR)
- Publication Type :
- Academic Journal
- Accession number :
- 6847135
- Full Text :
- https://doi.org/10.2307/3149925