The Effect of Color Harmony on Processing Disfluency of Pro-Social Advertisement

Nara Youn, Hongik University, Republic of Korea
Chang Yeop Shin, Hongik University, Republic of Korea
Myungwoo Nam, Sungkyunkwan University, Republic of Korea
We examined the effect of color harmony on the effectiveness of pro-social advertisement. The results from three studies showed that moderately disharmonious color combination evokes disfluency, and the path from disfluency to high construal to empathy explains the effect of color harmony on pro-social behavior.
[ to cite ]:
Nara Youn, Chang Yeop Shin, and Myungwoo Nam (2013) ,"The Effect of Color Harmony on Processing Disfluency of Pro-Social Advertisement", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.