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NSYSU

1. Chiang, Yu-han. Strategically Name the Colors: The Influence of Color-Naming on Consumersâ Attitude and Responses.

Degree: Master, Business Management, 2017, NSYSU

Many enterprises use unique color names to reach the goal of product differentiation, trigger a heated discussion, and to boost sales. Abundant research in the marketing literature pertaining to color focused on the design of advertisements, brand logos, and store atmospherics, but only a few researchers explored the effects of color-naming on consumers. Researchers have divided color names into four categories based on the nameâs typicality (uniqueness degree) and specification (disclosure degree of color information). Previous research compared the relative effects between âspecific-typicalâ and âspecific-atypicalâ names under different decision approach (cognitive vs. affective) and product attribute (utilitarian vs. hedonic) conditions. However, color name would replace color itself and become the decision criteria in the first place when color information is insufficient. Therefore, the present study focused on the effects of âunspecificânames, and applied the perspectives of conversation implicature, schema incongruity, and affect regulation theory to investigate the effects of âtypical-common,â âatypical-low ambiguity,â and âatypical-high ambiguityâ names on consumersâ attitudinal responses through perceived uniqueness and perceived playfulness. Additionally, the moderating effects of advertising headline types (function-oriented vs. image-oriented), the valence of color names (positive vs. negative), and color attribute importance (primary vs. secondary) were examined. Experimental results revealed that âatypical-low ambiguityâ yielded better advertising effects compares to the other two names. Color attribute importance and name valence moderated the effects of color names on consumersâ responses. Color name effects were mediated by perceived uniqueness and perceived playfulness. Image-oriented (vs. function-oriented) advertising headlines also reduced the discrepancy in color name effects between âtypical-commonâ and âatypical-low ambiguity.â Advisors/Committee Members: Min-Hsin Huang (committee member), Hsuan-Yi Chou (committee member), Hsin-Hsien Liu (chair), Chun-Tuan Chang (chair).

Subjects/Keywords: color name; perceived uniqueness; schema incongruity; affect regulation; attribute importance; perceived playfulness

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Chiang, Y. (2017). Strategically Name the Colors: The Influence of Color-Naming on Consumersâ Attitude and Responses. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0030117-212526

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Chiang, Yu-han. “Strategically Name the Colors: The Influence of Color-Naming on Consumersâ Attitude and Responses.” 2017. Thesis, NSYSU. Accessed June 24, 2017. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0030117-212526.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Chiang, Yu-han. “Strategically Name the Colors: The Influence of Color-Naming on Consumersâ Attitude and Responses.” 2017. Web. 24 Jun 2017.

Vancouver:

Chiang Y. Strategically Name the Colors: The Influence of Color-Naming on Consumersâ Attitude and Responses. [Internet] [Thesis]. NSYSU; 2017. [cited 2017 Jun 24]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0030117-212526.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Chiang Y. Strategically Name the Colors: The Influence of Color-Naming on Consumersâ Attitude and Responses. [Thesis]. NSYSU; 2017. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0030117-212526

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

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