时 间：2020年12月16日（周三）13:30-15:00
地 点：闵行区紫竹国际教育园区A1号楼417会议室
主 题：The effect of print ad colors on product luxuriousness perception–black-and-white versus color imagery（平面广告色彩对产品华丽感的影响——黑白与彩色图像的对比）
主讲人：莫婷婷 中南财经政法大学文澜学院副教授
摘 要：
In the market place, BW imagery is a visual element often used in the advertising of luxury brands, for example, Armani eyewear’s 2014 campaign “frames of life”, Chanel’s 2015 campaign “Paris in Rome”, all use BW pictures and videos that contrast with the regularly used color ones. However, the effect of BW imagery on luxuriousness perception and the underlying mechanism remain understudied. Previous research found that BW imagery (vs. color imagery) is processed more abstractly (Lee, Deng, Unnava, & Fujita, 2014) and abstractness enhance luxuriousness perception (Hansen & Wänke, 2011). Based on these two lines of research, we propose that BW imagery, compared to color imagery, when used in print ads can render consumers to perceive the product to be more luxurious. In four experiments, the authors demonstrate that BW imagery (vs. color imagery) significantly increases perceived product luxuriousness in the print ads (experiment 1). BW imagery endows the highest level of product luxuriousness than other colors even when the golden color is included in the study (experiments 2&3), and this effect remains consistent for French sample (experiment 2), Chinese sample (experiment 3) and American sample (experiment 4). People with higher construal level (measured as a personality trait) significantly rate the product and certain color background (golden and green) as more luxurious (experiment 3), confirming the positive association between construal level and luxuriousness perception. Experiment 4 further demonstrates that construal level (manipulated) and future-directed variable – legacy motive (measured) jointly moderate the “BW or color imagery - luxuriousness perception relation: consumers in “high construal level – high legacy motive” and “low construal level – low legacy motive” conditions perceive the product in BW imagery ad as more luxurious than the product in color imagery ad.
报告人简介：
莫婷婷，中南财经政法大学文澜学院副教授，硕士生导师。主要研究领域包括消费心理、跨文化心理、奢侈品消费和网络营销。研究成果：发表于Journal of Service Research、International Marketing Review、Asia Pacific Journal of Marketing and Logistics等国际期刊。