A print ad was designed where the hue, chroma (saturation), and value (lightness) of the color in the ad were manipulated in a 2 x 2 x 2 between subjects design. The results revealed that differences in chroma and value had significant effects on feelings of arousal and relaxation, respectively....

Virtually every broadcast ad uses the voice of an announcer but, due to lack of guidance from the marketing literature, managers must rely on gut feel when choosing a voice. Drawing on research from psycholinguistics we identify three important voice characteristics, syllable speed, interphrase...

Virtually every broadcast ad uses the voice of an announcer but, due to lack of guidance from the marketing literature, managers must rely on gut feel when choosing a voice. Drawing on research from psycholinguistics we identify three important voice characteristics, syllable speed, interphrase...