To what extent does the use of black and white in communication can positively impact the consumer behavior ? / Madeleine VEREECKE / 2023

Titre : To what extent does the use of black and white in communication can positively impact the consumer behavior ? Type de document : Mémoire Auteurs : Madeleine VEREECKE, Auteur Année de publication : 2023 Importance : 30 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; IMAGE ; MARKETING STRATEGIQUE Résumé : The research project is first studied from the perspective of research previously established with the literature review explores key concepts related to the use of color and black and white in advertising. It highlights the positive impact of color ads on consumers, stressing that color can influence their decision-making and elicit positive emotions. On the other hand, it examines the impact of black and white advertising, noting that it can be used to create differentiation and influence consumer memory. The literature review also offers theories on the use of black and white to promote products by establishing a psychological distance. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581940