市场营销系学术讲座系列2020年第3讲

主 题：色彩饱和度与情绪效价的心理联结及其营销启示

主讲人: 尚子琦（中山大学）

时 间：2021-04-01 10:00

地 点：线上腾讯会议

语 言：中文

腾讯会议：https://meeting.tencent.com/s/q7yckXwY7dmg 

会议ID：128 201 697

讲座摘要：

This research investigates the association between color saturation and emotional valence (happy vs. sad). Drawing on the literature on embodied cognition and conceptual metaphor, we propose and empirically demonstrate a pervasive association between color saturation and emotional valence, with low saturation (e.g., black-and-white) marking sadness and high saturation (e.g., colorful) marking happiness (studies 1-3). Relying on this association, consumers show more favorable responses to marketing stimuli when the visual design in terms of color saturation is consistent (vs. inconsistent) with the embedded emotions (studies 4-6). Our research contributes to sensor marketing literature and provides important implications on visual design in marketing communication.

主讲人简介：

尚子琦是中国人民大学商学院2013级博士，目前就职于中山大学。研究领域为：时间因素对消费者心理及行为的影响，慈善营销，感官营销等。研究论文发表于《南开管理评论》、《管理评论》、《营销科学学报》等期刊。