L'objectif de cet article est d'étudier les effets de la couleur dominante d'une annonce publicitaire sur les émotions suscitées par l'annonce, l'agrément vis-à-vis de la couleur et l'attitude envers l'annonce. Les conditions d'existence de telles relations sont mises en évidence. Une étude fondée sur une expérimentation a été menée. Les résultats montrent que l'effet de la couleur n'est pas direct; il se produit par l'intermédiaire d'une variable médiatrice: la congruence entre la couleur et l'annonce. Il dépend, par ailleurs, du type de produit.
AlpertJ.I.AlpertM.I. (1990), Music influences on mood and purchase intentions, Psychology and Marketing, 7, 2, 109–133.
2.
AmineA.GrabyF. (1995), Les réactions de l'audience à l'humour dans la publicité écrite: une étude expérimentale, Actes du 1er séminaire en comportement du consommateur, éds JolibertA.PetersonR.A.StrazzieriA., la Londe les Maures, IAE d'Aix-en-Provence, 1–23.
3.
AumontJ. (1994), Introduction à la couleur: des discours aux images, Paris, Armand Colin.
4.
BaronR.M.KennyD.A. (1986), The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations, Journal of Personality and Social Psychology, 51, 6, 1173–1182.
5.
BatraR.RayM.L. (1986), Affective responses mediating acceptance of advertising, Journal of Consumer Research, 13, 1, 234–249.
6.
BatraR.StaymanD.M. (1990), The role of mood in advertising effectiveness, Journal of Consumer Research, 17, 2, 203–214.
7.
BellizziJ.A.CrowleyA.E.HastyR.W. (1983), The effect of color in store design, Journal of Retailing, 59, 1, 21–45.
8.
BellizziJ.A.HiteR.E. (1992), Environmental color, consumer feelings and purchase likehood, Psychology and Marketing, 9, 5, 347–363.
9.
BensonL.M.BruceM.HoggM.K. (2000), An investigation into the impact of consumers' personality traits on their color preference, Actes du Congrès de l'EMAC, éds WierengaB.SmidtsA.AntonidesG., Rotterdam, Pays-Bas, Erasmus University, 29, 1–6.
10.
BevanW.DukesW.F. (1953), Color as a variable in the judgment of size, American Journal of Psychology, 66, 283–288.
11.
BielA.L.BridgwaterC.A. (1990), Attributes of likable television commercials, Journal of Advertising Research, 30, 3, 39–44.
12.
BirrenF. (1973), Color preference as a clue to personality, Art Psychotherapy, 1, 1, 13–15.
13.
BrauerM. (2000), L'identification des processus médiateurs en psychologie, L'Année Psychologique, 15, 2, 661–681.
14.
BurkeM.C.EdellJ.A. (1989), The impact of feelings on ad-based affect and cognition, Journal of Marketing Research, 26, 1, 69–83.
15.
ChevalierJ.GheerbrantA. (1982), Dictionnaire des symboles, Paris, Robert Laffont.
16.
ChildI.L.HansenJ.A.HornbeckF.W. (1968), Age and sex differences in children's color preferences, Child Development, 39, 1, 237–247.
17.
Conroy-LiebmanM. (1992), The antecedent color choice model: an examination of emotional responses to color stimuli as predictors of preference formation, Thèse de doctorat, Drexel University.
18.
DerbaixC. (1995), L'impact des réactions affectives induites par les messages publicitaires: une analyse tenant compte de l'implication, Recherche et Applications en Marketing, 10, 2, 3–30.
19.
DerbaixC.BréeJ.MassonS. (1994), La mesure des réactions affectives dans la réception des films publicitaires chez les enfants: une approche expérimentale, Actes du Congrès de l'Association Française du Marketing, 10, éd. PrasB.., Paris, 471–499.
20.
DerbaixC.PhamM.T. (1989), Pour un développement des mesures de l'affectif en marketing: synthèse des pré-requis, Recherche et Applications en Marketing, 4, 4, 72–87.
21.
Déribéré (1996), La couleur, Paris, PUF.
22.
DichterE. (1964), Handbook of consumer motivation, New York, McGraw-Hill.
23.
DivardR.UrienB. (2001), Le consommateur vit dans un monde en couleurs, Recherche et Applications en Marketing, 16, 1, 3–24.
24.
Drugeon-LichtléM.C. (1998), L'impact de la couleur d'une annonce publicitaire sur les émotions ressenties face à l'annonce, les attitudes et les croyances envers la marque, Thèse de doctorat en sciences de gestion, Université de Paris IX-Dauphine.
25.
EdellJ.A.BurkeM.C. (1987), The power of feelings in understanding advertising effects, Journal of Consumer Research, 14, 3, 421–433.
26.
EtzelM.J.WahlersR.G. (1984), Optimal stimulation and consumer travel preferences, Actes de l'American Marketing Association Educator, 50, éds. BelkR.W.PetersonR.A., Chicago, American Marketing Association, 92–95.
27.
EtzelM.J.WahlersR.G. (1985), Vacation preferences as a manifestation of optimal stimulation and life style experience, Journal of Leisure Research, 17, 4, 283–295.
28.
FalcyS.Valette-FlorenceP.KréziakD. (1995), Emotions formation in advertising: preliminary results, Actes du 1er séminaire en comportement du consommateur, éds JolibertA.PetersonR.A.StrazzieriA., la Londe les Maures, IAE d'Aix-en-Provence, 168–183.
29.
GardnerM.P. (1985), Mood states and consumer behavior: a critical review, Journal of Consumer Research, 12, 3, 281–300.
30.
GelineauE.P. (1981), A psychometric approach to the measurement of color preference, Perceptual and Motor Skills, 53, 1, 163–174.
31.
GoldsteinK. (1942), Some experimental observations concerning the influence of colors on the function of the organism, Occupational Therapy, 21, 147–151.
32.
GordonA.FinlayK.WattsT. (1994), The psychological effects of colour in consumer product packaging, Canadian Journal of Marketing Research, 13, 3–11.
33.
GornG.J. (1982), The effects of classical conditioning on choice behavior: a classical conditioning approach, Journal of Marketing, 46, 1, 94–100.
34.
GornG.J.ChattopadhyayA.YiT. (1993), Color in advertising, papier de recherche, University of British Columbia.
35.
GuilfordJ.P.SmithP.G. (1959), A system of color preferences, The American Journal of Psychology, 72, 3, 487–502.
36.
HecklerS.E.ChildersT. (1992), The role of expectancy and relevancy in memory for verbal and visual information: what is incongruency?, Journal of Consumer Research, 18, 4, 475–492.
37.
Helme-GuizonA. (1997), Imagerie, imagerie mentale et effets de la communication persuasive: application à une œuvre d'art incluse dans une annonce publicitaire, Thèse de doctorat en sciences de gestion, Université de Paris-Dauphine.
38.
HelsonH.LansfordT. (1970), The role of spectral energy of source and background color in the pleasantness of object colors, Applied Optics, 9, 7, 1513–1562.
39.
HerringtonD.J. (1993), The effects of tempo and volume of background music on the shopping time and purchase amount of supermarket shoppers, Thèse de doctorat (DBA), Mississippi State University.
40.
HolbrookM.B.BatraR. (1987), Assessing the role of emotions as mediators of consumer responses to advertising, Journal of Consumer Research, 14, 3, 404–420.
41.
HoyerW.D.LeoneR.P.CobbC.J. (1986), The effects of color versus black and white advertising format on affective ratings and perceptions of product quality, Advances in Consumer Research, 13, éd. LutzR.., Provo, UT, Association for Consumer Research, 667.
42.
JacobsK.W.HustmyerF.E. (1974), Effects of four psychological primary colors on GSR, heart rate and respiration rate, Perceptual and Motor Skills, 38, 3, 763–766.
43.
JacobsK.W.SuessJ.F. (1975), Effects of four psychological primary colors on anxiety state, Perceptual and Motor Skills, 41, 1, 207–210.
44.
KwallekN.LewisC.M.RobbinsA.S. (1988), Effects of office interior color on workers' mood and productivity, Perceptual and Motor Skills, 66, 1, 123–128.
45.
Langrehr (1991), Retail shopping mall semiotics and hedonic consumption, Advances in Consumer Research, 18, éds HolmanR.SolomonM., Provo, UT, Association for Consumer Research, 428–433.
46.
LeeT.H.CramptonJ. (1992), Measuring novelty seeking in tourism, Annuals of Tourism Research, 19, 732–751.
47.
LitwinM. (1992), Le film et sa musique, Paris, Collection Consonances, Romillat.
48.
LutzR.J.McKenzieS.B.BelchG.E. (1983), Attitude toward the ad as a mediator of advertising effectiveness: determinants and consequences, Advances in Consumer Research, 10, éds BagozziR.TyboutA., Provo, UT, Association for Consumer Research, 532–539.
49.
MayW.J.MayG.J. (1983), Effects of age on color preference for black and white by infants and young children, Perceptual and Motor Skills, 56, 1, 323–330.
50.
McInnisD.J.ParkC.W. (1991), The differential role of characteristics of music on high and low involvement consumers' processing of ads, Journal of Consumer Research, 18, 2, 161–173.
51.
McKenzieLutz. (1989), An empirical examination of the structural antecedents of attitude toward the ad in advertising pretesting context, Journal of Marketing, 53, 2, 48–65.
52.
McManusI.C.JonesA.L.CottrellJ. (1981), The aesthetics of colour, Perception, 10, 651–666.
53.
MehrabianA.RusselJ. (1974), An approach to environmental psychology, Cambridge, The MIT Press.
54.
Meyers-LevyJ.PeracchioA. (1995), Understanding the effects of color: how the correspondence between available and required resources affect attitudes, Journal of Consumer Research, 22, 2, 121–138.
55.
MikellidesB. (1990), Color and physiological arousal, The Journal of Architectural and Planning Research, 7, 1, 13–19.
56.
Munsell (1966), A Munsell book of color, New Windsor, Macbeth Division of Kollmorgen Instruments Corporation.
57.
NakshianJ.S. (1964), The effects of red and green surroundings on behavior, Journal of General Psychology, 70, 1, 143–161.
58.
NewtonI. (1704), Optiks or, a treatise of the reflections, refractions, inflections and colours of light, traduction française: Traité d'optique, Paris, Gauthier-Villars, 1955.
59.
NormanR.ScottW. (1952), Color and affect: a review and semantic evaluation, Journal of General Psychology, 46, 185–223.
60.
OlneyT.J.HolbrookM.B.BatraR. (1991), Consumer responses to advertising: the effect of ad content, emotions and attitude toward the ad on viewing time, Journal of Consumer Research, 17, 4, 440–453.
61.
OughC.S.AmerineM.A. (1970), Effects of subjects' sex, experience and training on their red wine color preference patterns, Perceptual and Motor Skills, 30, 2, 385–398.
62.
PaivioA. (1969), Mental imagery in associative learning and memory, Psychological Review, 76, 3, 241–263.
63.
PangbornR.M.HansenB. (1963), The influence of color and discrimination of sweetness and sourness in pear nectar, American Journal of Psychology, 76, 3, 315–317.
64.
PastoureauM. (1986), Figures et couleurs, Paris, le Léopard d'Or.
PavelchakM.A.GardnerM.P.BroachC.V. (1991), Effect of ad pacing and optimal level of arousal on attitude toward the ad, Advances in Consumer Research, éds HolmanR.SolomonM., Provo, UT, Association for Consumer Research, 18, 94–99.
67.
PercyL.RossiterJ.R. (1983), Effects of picture size and color on brand attitude responses in print advertising, Advances in Consumer Research, 10, éds BagozziR.TyboutA., Provo, UT, Association for Consumer Research, 17–20.
68.
PetersonR.A.SauberM. (1983), A mood scale for survey research, Actes de l'American Marketing Association Educator, Chicago, American Marketing Association, 409–414.
69.
PlichonV. (1999), Analyse de l'influence des états affectifs sur le processus de satisfaction dans la grande distribution, Thèse de doctorat en sciences de gestion, Université de Bourgogne.
70.
PribramK.H.McGuinessD. (1975), Arousal, activation and effort in the control of attention, Psychological Review, 82, 2, 116–149.
71.
ProfusekP.J.RaineyD.W. (1987), Effects of Baker-Miller pink and red on state anxiety, grip strength and motor precision, Perceptual and Motor Skills, 65, 3, 941–942.
72.
RieunierS. (2000), L'influence de la musique d'ambiance sur le comportement des consommateurs sur le lieu de vente, Thèse de doctorat en sciences de gestion, Université de Paris IX-Dauphine.
73.
SaitoT. (1981), A cross-cultural research on color preference, Bulletin of the Graduate Division of Literature of Wasada University, 27, 211–216.
74.
SaitoT. (1983), Latent spaces of color preferences with and without a context: using the shape of an automobile as the context, Color Research and Application, 8, 101–113.
75.
SharpeD.T. (1974), The psychology of color and design, Chicago Nelson-Hall.
76.
SibérilP. (1994), Influence de la musique sur les comportements des acheteurs en grande surface de vente, Thèse de doctorat en sciences de gestion, Université de Rennes.
77.
SivikL. (1974), Measuring the meaning of colors: reliability and stability, Psychological Reports, 4, 14–24.
78.
SlaterP.E.WhitfieldT.W.A. (1977), Room function and appropriateness of color, Perceptual and Motor Skills, 45, 3, 1068–1070.
79.
SpangenbergE.R.CrowleyA.E.HendersonP. (1996), Améliorer l'environnement du magasin: les signaux olfactifs affectent-ils les évaluations et les comportements?, Recherche et Applications en Marketing, 11, 4, 71–92.
80.
StaplesR.WaltonW.E. (1933), A study of pleasurable experience as a factor in color preference, Journal of Genetic Psychology, 43, 217–223.
81.
ThayerR.E. (1978), Toward a psychological theory of multidimensional activation (arousal), Motivation and Emotion, 2, 1, 1–34.
82.
TinkerM.A. (1938), Effect of stimulus-texture upon apparent warmth and affective values of colors, American Journal of Psychology, 51, 532–535.
83.
TomG.BarnettT.LewW.SelmantsJ. (1987), Cueing the consumer: the role of salient cues in consumer perception, The Journal of Consumer Marketing, 4, 2, 23–27.
84.
ValdezP. (1993), Emotion responses to color, Thèse de doctorat, University of California, Los Angeles.
85.
ValienteR. (1973), Mechanical correlates of ad recognition, Journal of Advertising Research, 13, 3, 13–18.
86.
WalliserB. (1994), L'efficacité du parrainage au sein de la communication de l'entreprise, Thèse de doctorat en sciences de gestion, Université de Grenoble.
87.
WaltonW.E.GuilfordR.B.GuilfordJ.P. (1933), Color preferences of 1279 university students, American Journal of Psychology, 45, 322–328.
88.
WardenC.J.FlynnE.L. (1926), The effect of color on apparent size and weight, American Journal of Psychology, 37, 398–401.
89.
WaringP. (1981), Impact without impecunity, Industrial Marketing, 66, 3, 50–62.
90.
WellerL.LivingstonR. (1988), Effects of color of questionnaire on emotional responses, The Journal of General Psychology, 115, 4, 433–440.
91.
WhitfieldT.W.A. (1984), Individual differences in evaluation of architectural colour: categorization effects, Perceptual and Motor Skills, 59, 1, 183–186.
92.
WhitfieldT.W.A.SlaterP.E. (1979), The effects of categorization and prototypicality of aesthetic choice in a furniture selection, British Journal of Psychology, 70, 1, 65–75.
93.
WilliamsM.M. (1991), Effects of color in print advertising, Thèse de doctorat, Université du Wisconsin.
94.
WilsonG.D. (1966), Arousal properties of red versus green, Perceptual and Motor Skills, 23, 3, 947–949.
95.
YalchR.SpangenbergE. (1993), Using store music for retail zoning: a field experiment, Advances in Consumer Research, 20, éds McAlisterL.RothschildM., Provo, UT, Association for Consumer Research, 632–636.
