京都大学 / 0048 / 新制・課程博士 / 博士(理学) / 甲第21611号 / 理博第4518号 / 新制||理||1648(附属図書館) / 京都大学大学院理学研究科生物科学専攻 / (主査)教授 正高 信男, 准教授 後藤 幸織, 教授 髙井 正成 / 学位規則第4条第1項該当 / Doctor of Science / Kyoto University / DFAM

The purpose of this thesis is to contribute to new insights into how businesses can utilize color cues as a multisensory tool in online ads to evoke positive sensory expectations. An expectation-based approach was used to examine the cross-modal influence of warm relative to cold colored cues. The theory chapter starts with sensory marketing. Later on in the chapter, further theories are discussed, such as cross-modal correspondences and the perceptual process. The methodology used in this study was a deductive research approach, and the thesis has been carried out with a quantitative research study by collecting data through a between-subjects experiment. The outcome from this research study has created a greater understanding in color usage in digital media and how this might trigger other senses. It has shown that online ads with a warm colored background have a stronger cross-modal correspondence to taste, touch, sound and smell relative to cold colored ads. This is proven through strong significant differences in all of the hypotheses of this study. This study has created a better understanding of the impact of color cues on consumer expectations. The importance of using color as a tool when planning out marketing activities and advertising is covered in this study. The findings from this research are highly corresponding with theories of color psychology and cognitive psychology.

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