Reassessing the Effect of Colour on Attitude and Behavioural Intentions in Promotional Activities: The Moderating Role of Mood and Involvement

The present research examines the effect of background colour on attitude and behavioural intentions in various promotional activities taking into consideration the moderating role of mood and involvement. Three experiments reflecting different promotional activities (window display, consumer trade show, guerrilla marketing) were conducted for this purpose. Overall, findings indicate that cool background colours, in contrast to warm colours, induce more positive attitudes and behavioural intentions mainly in positive mood, and low involvement conditions. Implications are also discussed.