不少業者會使用獨特的顏色名稱來創造產品差異化，欲藉此引發討論熱潮、提升產品銷量。然而在行銷領域上，顏色相關的研究多著重在平面廣告的設計、品牌標誌的用色與購物環境的營造上，鮮少學者著墨於顏色名稱之命名方式，探討不同顏色名稱命名的意義與其效果為何。
過去學者曾依照典型程度（名稱獨特性）及具體程度（顏色資訊量之揭露程度）兩項標準，將顏色名稱分成四種類型。相關研究考量在不同的購買動機（理性 vs. 感性）和產品利益（效用 vs. 享樂）情境下，比較「具體－典型」與「具體－非典型」兩種顏色名稱之效果差異。然而，在顏色名稱透露的顏色資訊量不足的情況下，顏色名稱的字面意義會取代顏色本身，成為選擇判斷之依據。因此，顏色資訊量缺乏時，將更加突顯顏色命名之重要性，故本研究著重討論「非具體」顏色名稱之效果，以填補過去學者只聚焦於「具體」名稱情境下之研究缺口。
本研究共規劃三個實驗，運用會話含意、基模不一致與情感調節理論的觀點探討「典型－普通」、「非典型－低模糊」與「非典型－高模糊」顏色名稱在不同的廣告標題型態（功能導向 vs. 畫面導向）、名稱價性（正向 vs. 負向），以及顏色屬性在產品中扮演不同重要性的情況下（首要 vs. 次要），如何透過知覺產品獨特性或產品知覺趣味，改變消費者的態度反應。研究結果發現，相較於「典型－普通」與「非典型－高模糊」顏色名稱，「非典型－低模糊」名稱將產生較佳的效果；顏色名稱的效果會受顏色屬性重要性、顏色名稱價性所干擾，且知覺產品獨特性與產品知覺趣味扮演重要中介角色；另外，畫面導向標題 (vs. 功能導向) 則會縮減「典型─普通」和「非典型─低模糊」的效果差距。

Many enterprises use unique color names to reach the goal of product differentiation, trigger a heated discussion, and to boost sales. Abundant research in the marketing literature pertaining to color focused on the design of advertisements, brand logos, and store atmospherics, but only a few researchers explored the effects of color-naming on consumers.
Researchers have divided color names into four categories based on the name’s typicality (uniqueness degree) and specification (disclosure degree of color information). Previous research compared the relative effects between “specific-typical” and “specific-atypical” names under different decision approach (cognitive vs. affective) and product attribute (utilitarian vs. hedonic) conditions. However, color name would replace color itself and become the decision criteria in the first place when color information is insufficient. Therefore, the present study focused on the effects of “unspecific”names, and applied the perspectives of conversation implicature, schema incongruity, and affect regulation theory to investigate the effects of “typical-common,” “atypical-low ambiguity,” and “atypical-high ambiguity” names on consumers’ attitudinal responses through perceived uniqueness and perceived playfulness. Additionally, the moderating effects of advertising headline types (function-oriented vs. image-oriented), the valence of color names (positive vs. negative), and color attribute importance (primary vs. secondary) were examined. Experimental results revealed that “atypical-low ambiguity” yielded better advertising effects compares to the other two names. Color attribute importance and name valence moderated the effects of color names on consumers’ responses. Color name effects were mediated by perceived uniqueness and perceived playfulness. Image-oriented (vs. function-oriented) advertising headlines also reduced the discrepancy in color name effects between “typical-common” and “atypical-low ambiguity.”

論文審定書………………………………………………………….................. i
誌謝………………………………………………………….............................ii
摘要………………………………………………………….............................iii
Abstract………………………………………………………….......................iv
目錄………………………………………………………….............................vi
圖次…………………………………………………………............................viii
表次………………………………………………………….............................ix
第壹章 緒論………………………………………………………….................1
第一節 研究背景…………………………………………………………...........1
第二節 研究動機…………………………………………………………...........2
第三節 研究目的與問題…………………………………………………….......7
第貳章 文獻回顧…………………………………………………………...........9
第一節 顏色名稱與相關研究…………………………………………………....9
第二節 廣告標題型態…………………………………………………………..14
第三節 顏色屬性重要性………………………………………………………..17
第四節 知覺產品獨特性………………………………………………………..19
第五節 產品知覺趣味…………………………………………………………..21
第六節 顏色名稱價性與情感調節理論………………………………………..24
第七節 會話含意理論…………………………………………………………..27
第八節 基模不一致理論………………………………………………………..29
第參章 研究架構與假說推論………………………………………………….31
第一節 研究架構圖…………………………………………………………......31
第二節 假說推論………………………………………………………….........33
第肆章 實驗規劃與前測……………………………………………………….41
第一節 前測一設計與分析結果………………………………………………..41
第二節 前測二設計與分析結果………………………………………………..44
第三節 前測三設計與分析結果………………………………………………..52
第伍章 實驗一…………………………………………………………............54
第一節 研究方法………………………………………………………….........54
第二節 分析結果………………………………………………………….........62
第陸章 實驗二………………………………………………………….............68
第一節 研究方法………………………………………………………….........68
第二節 分析結果………………………………………………………….........75
第柒章 實驗三…………………………………………………………............104
第一節 研究方法………………………………………………………….........104
第二節 分析結果………………………………………………………….........110
第捌章 結論與建議………………………………………………………….....123
第一節 研究結果討論…………………………………………………………..123
第二節 研究貢獻………………………………………………………………..127
第三節 研究限制與未來研究方向……………………………………………..133
參考文獻………………………………………………………………………...137
附 錄…………………………………………………………………………….161

黃明玉、高聖雅（2011）。網路廣告中彩妝商品標示色彩命名分析。資訊傳播學報，2011，28 - 31。
黃毓仁（2009）。產品命名方式對產品態度與購買意願之影響。國立中央大學企業管理研究所碩士論文，未出版，桃園。
高泉豐（1994）。認知需求的概念與測量。中華心理學刊，36(1)，1-20。
邱順應（2008）。廣告文案創司原則與寫作實踐。台北：智勝文化事業有限公司。
何耀宗（1986）。平面廣告設計。台北：雄獅圖書。
Agarwal, R., & Karahanna, E. (2000). Time Flies When You’re Having Fun: Cognitive Absorption and Beliefs About Information Technology Usage. MIS Quarterly, 24(4), 665-694.
Ahn, T., Ryu, S., & Han, I. (2007). The Impact of Web Quality and Playfulness on User Acceptance of Online Retailing. Information & Management, 44(3), 263-275.
Anderson, E. W., & Mittal, V. (2000). Strengthening the Satisfaction-Profit Chain. Journal of Service Research, 3(2), 107-120.
Andrade, E. B., & Cohen, J. B. (2007). On the Consumption of Negative Feelings. Journal of Consumer Research, 34(3), 283-300.
Andrade, E. B. (2005). Behavioral Consequences of Affect: Combining Evaluative and Regulatory Mechanisms. Journal of Consumer Research, 32(3), 355-362.
Atalay, A. S., & Meloy, M. G. (2011). Retail Therapy: A Strategic Effort to Improve Mood. Psychology & Marketing, 28(6), 638-659.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644-656.
Bach, K. (2010). Impliciture vs. Explicature: What’s the Difference?. In Explicit Communication. UK: Palgrave Macmillan.
Bagchi, R., & Cheema, A. (2013). The Effect of Red Background Color on Willingness-to-Pay: The Moderating Role of Selling Mechanism. Journal of Consumer Research, 39(5), 947-960.
Barone, M. J., Miniard, P. W., & Romeo, J. B. (2000). The Influence of Positive Mood on Brand Extension Evaluations. Journal of Consumer Research, 26(4), 386-400.
Barnett, L. A. (1990). Playfulness: Definition, Design, and Measurement. Play & Culture, 3(4), 319-336.
Beals, D. E. (1998). Reappropriating Schema: Conceptions of Development From Bartlett and Bakhtin. Mind, Culture & Activity, 5(1), 3-24.
Belch, G. E., & Belch, M. A. (2004). Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: McGraw-Hill/Irwin.
Bellizzi, J. A., & Hite, R. E. (1992). Environmental Color, Consumer Feelings, and Purchase Likelihood. Psychology & Marketing, 9(5), 347-363.
Biederman, I., & Ju, G. (1988). Surface Versus Edge-based Determinants of Visual Recognition. Cognitive Psychology, 20(1), 38-64.
Bottomley, P. A., & Doyle, J. R. (2006). The Interactive Effects of Colors and Products on Perceptions of Brand Logo Appropriateness. Marketing Theory, 6(1), 63-83.
Bramão, I., Inácio, F., Faísca, L., Reis, A., & Petersson, K. M. (2011). The Influence of Color Information on the Recognition of Color Diagnostic and Noncolor Diagnostic Objects. Journal of General Psychology, 138(1), 49-65.
Bramão, I., Francisco, A., Inácio, F., Faísca, L., Reis, A., & Petersson, K. M. (2012). Electrophysiological Evidence for Colour Effects on the Naming of Colour Diagnostic and Noncolour Diagnostic Objects. Visual Cognition, 20(10), 1164-1185.
Brewer, M. B., & Gardner, W. (1996). Who Is This 'We'? Levels of Collective Identity and Self Representations. Journal of Personality and Social Psychology, 71(1), 83-93.
Budner, S. (1962). Intolerance of Ambiguity as a Personality Variable. Journal of Personality, 30(1), 29-50.
Cacciari, C., Massironi, M., & Corradini, P. (2004). When Color Names Are Used Metaphorically: The Role of Linguistic and Chromatic Information. Metaphor & Symbol, 19(3), 169-190.
Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). Central and peripheral routes to persuasion: An Individual Difference Perspective. Journal of Personality and Social Psychology, 51(5), 1032-1043.
Calder, B. J., Phillips, L. W., & Tybout, A. M. (1981). Designing Research for Application. Journal of Consumer Research, 8(2), 197-207.
Campbell, M. C., & Goodstein, R. C. (2001). The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity: Preference for the Norm. Journal of Consumer Research, 28(3), 439-449.
Carretié, L., Martín-Loeches, M., Hinojosa, J. A., & Mercado, F. (2001). Emotion and Attention Interaction Studied Through Event-related Potentials. Journal of Cognitive Neuroscience, 13(8), 1109-1128.
Celsi, R. L., & Olson, J. C. (1988). The Role of Involvement in Attention and Comprehension Processes. Journal of Consumer Research, 15(2), 210-224.
Chang, C. (2010). Making Unique Choices or Being Like Others: How Priming Self-concepts Influences Advertising Effectiveness. Psychology & Marketing, 27(4), 399-415.
Childs, M. L., & Jin, B. (2016). Do Status Symbols in Marketing Increase Product Evaluations? An Experimental Analysis of Group Differences on Product Evaluations for Scarce and Brand-Presence Products. Journal of International Consumer Marketing, 28(3), 154-168.
Choi, H., Paek, H., & Whitehill King, K. (2012). Match-up Effects Between Product Type and Claim Type in Food Advertising. International Journal of Advertising, 31(2), 421-443.
Clark, E. V., & Clark, H. H. (1978). Universals, Relativity, and Language Processing. Universals of Human Language, 1, 225-277.
Connolly, A. C., Fodor, J. A., Gleitman, L. R., & Gleitman, H. (2007). Why Stereotypes Don't Even Make Good Defaults. Cognition, 103(1), 1-22.
Daechun, A. (2007). Advertising Visuals in Global Brands' Local Websites: A Six-country Comparison. International Journal of Advertising, 26(3), 303-332.
Dahlén, M., Rosengren, S., Törn, F., & Öhman, N. (2008). Could Placing Ads Wrong be Right?. Journal of Advertising, 37(3), 57-67.
Day, E., Stafford, M. R., & Camacho, A. (1995). Research Note: Opportunities for Involvement Research: A Scale-Development Approach. Journal of Advertising, 24(3), 69-75.
DeBono, K. G. (2006). Self-monitoring and Consumer Psychology. Journal of Personality, 74(3), 715-738.
De Bock, T., Pandelaere, M., & Van Kenhove, P. (2013). When Colors Backfire: The Impact of Color Cues on Moral Judgment. Journal of Consumer Psychology (Elsevier Science), 23(3), 341-348.
Delplanque, S., Silvert, L., Hot, P., Rigoulot, S., & Sequeira, H. (2006). Arousal and Valence Effects on Event-related P3a and P3b During Emotional Categorization. International Journal of Psychophysiology: Official Journal of The International Organization of Psychophysiology, 60(3), 315-322.
Delwiche, J. (2004). The Impact of Perceptual Interactions on Perceived Flavor. Food Quality & Preference, 15(2), 137-146.
Dimofte, C. V., Forehand, M. R., & Deshpandé, R. (2003). Ad Schema Incongruity as Elicitor of Ethnic Self-awareness and Differential Advertising Responses. Journal of Advertising, 32(4), 7-17.
Dohle, S., & Siegrist, M. (2014). Fluency of Pharmaceutical Drug Names Predicts Perceived Hazardousness, Assumed Side Effects and Willingness to Buy. Journal of Health Psychology, 19(10), 1241-1249.
Durif, F., Roy, J., & Boivin, C. (2012). Could Perceived Risks Explain the 'Green Gap' in Green Product Consumption?. Electronic Green Journal, 1(33), 1-15.
Elster, J. (1998). Emotions and Economic Theory. Journal of Economic Literature, 36(1), 47-74.
Escalas, J. E., & Stern, B. B. (2003). Antecedents and Consequences of Emotional Responses to Advertising. Advances in Consumer Research, 30(1), 85-90.
Fiore, A. M., Lee, S., & Kunz, G. (2004). Individual Differences, Motivations, and Willingness to Use a Mass Customization Option for Fashion Products. European Journal of Marketing, 38(7), 835-849.
Förster, J., & Dannenberg, L. (2010). GLOMOsys: A Systems Account of Global Versus Local Processing. Psychological Inquiry, 21(3), 175-197.
Forgas, J. P. (1995). Mood and Judgment: The Affect Infusion Model (AIM). Psychological Bulletin, 117(1), 39-66.
Frank, J. (1990). Gender Differences in Color Naming: Direct Mail Order Advertisements. American Speech: A Quarterly of Linguistic Usage, 65(2), 114-126.
Franke, N., & Schreier, M. (2008). Product Uniqueness as a Driver of Customer Utility in Mass Customization. Marketing Letters, 19(2), 93-107.
Fromkin, H. L., (1973). The Psychology of Uniquenss: Avoidance of Similarity and a Seeking of Differences. Institute for Research in Behavioral, Economic and Management Sciences, Purdue University.
Furnham, A. & Marks, J. (2013). Tolerance of Ambiguity: A Review of the Recent Literature. Psychology, 4, 717-728.
Garber Jr., L. L., Hyatt, E. M., & Starr Jr., R. G. (2000).The Effects of Food Color on Perceived Flavor. Journal of Marketing Theory & Practice, 8(4), 59-72.
Garber Jr., L. L., Hyatt, E. M., & Starr Jr., R. G. (2003, January). Reply to Commentaries on: Garber, Hyatt, and Starr, “Placing Food Color Experimentation in a Valid Consumer Context”. Food Quality & Preference, 14, 41-43.
Gardner, M. P. (1985). Mood States and Consumer Behavior: A Critical Review. Journal of Consumer Research, 12(3), 281-300.
Gasper, K., & Clore, G. L. (2002). Attending to the Big Picture: Mood and Global versus Local Processing of Visual Information. Psychological Science, 13(1), 34-40.
Gasper, K. (2004). Do you see what I see? Affect and visual information processing. Cognition & Emotion, 18(3), 405-421.
George, J. M., & Jing,Z.(2007). Dual Tuning in a Supportive Context: Joint Contributions of Positive Mood, Negative Mood, and Supervisory Behaviors to Employee Creativity. Academy of Management Journal, 50(3), 605-622.
Gershoff, A. D., & Frels, J. K. (2015). What Makes It Green? The Role of Centrality of Green Attributes in Evaluations of the Greenness of Products. Journal of Marketing, 79(1), 97-110.
Ghaderi, M., Ruiz, F., & Agell, N. (2015). Understanding the Impact of Brand Colour on Brand Image: A Preference Disaggregation approach. Pattern Recognition Letters, 67,11-18.
Gierl, H., & Huettl, V. (2010). Are Scarce Products Always More Attractive? The Interaction of Different Types of Scarcity Signals with Products' Suitability for Conspicuous Consumption. International Journal of Research In Marketing, 27(3), 225-235.
Gotoh, F. (2008). Influence of Affective Valence on Working Memory Processes. International Journal of Psychology, 43(1), 59-71.
Gollety, M., & Guichard, N. (2011). The Dilemma of Flavor and Color in the Choice of Packaging by Children. Young Consumers, 12(1), 82-90
Gorn, G. J., Chattopadhyay, A., Tracey, Y., & Dahl, D. W. (1997). Effects of Color as an Executional Cue in Advertising: They're in the Shade. Management Science, 43(10), 1387-1400.
Gorn, G. J., Chattopadhyay, A., Sengupta, J., & Tripathi, S. (2004). Waiting for the Web: How Screen Color Affects Time Perception. Journal of Marketing Research, 41(2), 215-225.
Gutman, J. (1982). A Means-End Chain Model Based on Consumer Categorization Processes. Journal of Marketing, 46(2), 60-72.
Guerdoux, E., Trouillet, R., & Brouillet, D. (2014). Olfactory-Visual Congruence Effects Stable Across Ages: Yellow Is Warmer When It Is Pleasantly Lemony. Attention, Perception & Psychophysics, 76(5), 1280-1286.
Grimes, A., & Doole, I. (1998). Exploring the Relationships Between Colour and International Branding: A Cross Cultural Comparison of the UK and Taiwan. Journal of Marketing Management, 14(7), 799-817.
Griskevicius, V., Shiota, M. N., & Nowlis, S. M. (2010). The Many Shades of Rose-Colored Glasses: An Evolutionary Approach to the Influence of Different Positive Emotions. Journal of Consumer Research, 37(2), 238-250.
Haiyang, Y., Stamatogiannakis, A., & Chattopadhyay, A. (2015). Pursuing Attainment versus Maintenance Goals: The Interplay of Self-construal and Goal Type on Consumer Motivation. Journal of Consumer Research, 42(1), 93-108.
Hakkyun, K., Jungyun, K., & Ji Yoon, U. (2014). Part D Consumer Behavior: The Influence of Color Names on Consumer Judgments. AMA Summer Educators' Conference Proceedings, San Francisco, CA.
Halkias, G., & Kokkinaki, F. (2011). How Schema Incongruity Influences Consumer Responses: Exploring the Degree of Incongruity for Different Sources of Discrepancy. European Advances in Consumer Research Proceedings, 91, 44-150.
Halkias, G., & Kokkinaki, F. (2013). Increasing Advertising Effectiveness Through Incongruity-based Tactics: The Moderating Role of Consumer Involvement. Journal of Marketing Communications, 19(3), 182-197.
Halkias, G., & Kokkinaki, F. (2014). The Degree of Ad–brand Incongruity and the Distinction Between Schema-Driven and Stimulus-Driven Attitudes. Journal of Advertising, 43(4), 397-409.
Hampton, J. A., Passanisi, A., & Jonsson, M. L. (2011). The Modifier Effect and Property Mutability. Journal of Memory and Language, 64(3), 233-248.
Hannele, K., & Harri T., L. (2010). Exploring Consumers' Product-specific Colour Meanings. Qualitative Market Research, 13(3), 287-308.
Han, B., & Windsor, J. (2011). User’s Willingness to Pay on Social Network Sites. Journal of Computer Information Systems, 51(4), 31-40.
Heckler, S. E., & Childers, T. L. (1992). The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?. Journal of Consumer Research, 18(4), 475-492.
Hernandez, J. C., Wright, S. A., & Ferminiano Rodrigues, F. (2015). Attributes Versus Benefits: The Role of Construal Levels and Appeal Type on the Persuasiveness of Marketing Messages. Journal of Advertising, 44(3), 243-253.
Hertel, P. T., & Parks, C. (2002). Emotional Episodes Facilitate Word Recall. Cognition & Emotion, 16(5), 685-694.
Hoegg, J., & Alba, J. W. (2007). Taste Perception: More than Meets the Tongue. Journal of Consumer Research, 33(4), 490-498.
Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.
Homburg, C., Klarmann, M., & Staritz, S. (2012). Customer Uncertainty Following Downsizing: The Effects of Extent of Downsizing and Open Communication. Journal of Marketing, 76(3), 112-130.
Hsu, C., Chang, K., & Chen, M. (2012). The Impact of Website Quality on Customer Satisfaction and Purchase Intention: Perceived Playfulness and Perceived Flow as Mediators. Information Systems & E-Business Management, 10(4), 549-570.
Hsu, N. S., Schlichting, M. L., & Thompson-Schill, S. L. (2014). Feature Diagnosticity Affects Representations of Novel and Familiar Objects. Journal of Cognitive Neuroscience, 26(12), 2735-2749.
Huarng, A. S., & Christopher, D. (2003). Planning an Effective Internet Retail Store. Marketing Intelligence & Planning, 21(4), 230-238.
Hui, X., & Tracey, T. J. (2014). The Role of Ambiguity Tolerance in Career Decision Making. Journal of Vocational Behavior, 85(1), 18-26.
Irmak, C., Vallen, B., & Robinson, S. R. (2011). The Impact of Product Name on Dieters' and Nondieters' Food Evaluations and Consumption. Journal of Consumer Research, 38(2), 390-405.
Isaac, M. S., Brough, A. R., & Grayson, K. (2016). Is Top 10 Better than Top 9? The Role of Expectations in Consumer Response to Imprecise Rank Claims. Journal of Marketing Research, 53(3), 338-353.
Isen, Alice M. and Stanley F. Simmonds. (1978). The Effect of Feeling Good on a Helping Task That Is Incompatible with Good Mood. Social Psychology Quarterly, 41, 345–49.
Isen, Alice M. (1984). Handbook of Social Cognition. NJ: Erlbaum, 179-236.
Isen, A. M. (1985). Asymmetry of Happiness and Sadness in Effects on Memory in Normal College Students: Comment on Hasher, Rose, Zacks, Sanft, and Doren. Journal of Experimental Psychology, 114(3), 388-391.
Jhang, J. H., Grant, S. J., & Campbell, M. C. (2012). Get It? Got It. Good! Enhancing New Product Acceptance by Facilitating Resolution of Extreme Incongruity. Journal of Marketing Research, 49(2), 247-259.
Jiewen, H., & Chang, H. H. (2015). "I" Follow My Heart and "We" Rely on Reasons: The Impact of Self-construal on Reliance on Feelings versus Reasons in Decision Making. Journal of Consumer Research, 41(6), 1392-1411.
Jing (Taylor), W. (2016). Congruity Between Mood and Brand Involvement Enhances the Effectiveness of Message Appeals: Dual Processing Model Perspective. American Academy of Advertising Conference Proceedings, 193-202.
Johnson, M. D., & Gustafsson, A. (2000). Improving Customer Satisfaction, Loyalty, and Profit: An Integrated Measurement and Management System. San Francisco: Jossey-Bass.
Jurca, M. A., & Madlberger, M. (2015). Ambient Advertising Characteristics and Schema Incongruity as Drivers of Advertising Effectiveness. Journal of Marketing Communications, 21(1), 48-64.
Katharine Q. Seelye(2011, June 30). We Call It Brown. They Call It ‘Weekend in the Country.’, New York Times. Retrieved November 11, 2016, from http://www.nytimes.com/2011/06/30/us/30paint.html
Kastanakis, M. N., & Balabanis, G. (2014). Explaining Variation in Conspicuous Luxury Consumption: An Individual Differences' Perspective. Journal of Business Research, 67(10), 2147-2154.
Kensinger, E. A. (2007). Negative Emotion Enhances Memory Accuracy: Behavioral and Neuroimaging Evidence. Current Directions In Psychological Science, 16(4), 213-218.
Kim, H., Park, K., & Schwarz, N. (2010). Will This Trip Really Be Exciting? The Role of Incidental Emotions in Product Evaluation. Journal of Consumer Research, 36(6), 983-991.
Knobloch, S., & Zillmann, D. (2002). Mood Management via the Digital Jukebox. Journal of Communication, 52(2), 351-366.
Koch, C., & Koch, E. C. (2003). Preconceptions of Taste Based on Color. The Journal of Psychology, 137(3), 233-242.
Kohli, C., & LaBahn, D. W. (1997). Observations: Creating Effective Brand Names : A Study of the Naming Process. Journal of Advertising Research, 37(1), 67-75.
Kronrod, A., & Huber, J. (2015). The Moderating Role of Relevance in Ad Repetition. American Academy of Advertising Conference Proceedings, 118-120.
Kuperman, V., Estes, Z., Brysbaert, M., & Warriner, A. B. (2014). Emotion and Language: valence and arousal affect word recognition. Journal of Experimental Psychology. General, 143(3), 1065-1081.
Labrecque, L. I., Patrick, V. M., & Milne, G. R. (2013a). The Marketers' Prismatic Palette: A Review of Color Research and Future Directions. Psychology & Marketing, 30(2), 187-202.
Labrecque, L., & Milne, G. (2013b). To be or not to be different: Exploration of norms and benefits of color differentiation in the marketplace. Marketing Letters, 24(2), 165-176.
Labroo, A. A., & Mukhopadhyay, A. (2009). Lay Theories of Emotion Transience and the Search for Happiness: A Fresh Perspective on Affect Regulation. Journal of Consumer Research, 36(2), 242-254.
Labroo, A. A., & Rucker, D. D. (2010). The Orientation-Matching Hypothesis: An Emotion-Specificity Approach to Affect Regulation. Journal of Marketing Research, 47(5), 955-966.
Laczniak, R. N., & Muehling, D. D. (1993). Toward a Better Understanding of the Role of Advertising Message Involvement in Ad Processing. Psychology & Marketing, 10(4), 301-319.
Laczniak, R. N., Kempf, D. S., & Muehling, D. D. (1999). Advertising Message Involvement: The role of enduring and situational factors. Journal of Current Issues & Research in Advertising, 21(1), 51-61.
Lalwani, A. K., & Shavitt, S. (2013). You Get What You Pay For? Self-Construal Influences Price-Quality Judgments. Journal of Consumer Research, 40(2), 255-267.
Lau-Gesk, L., & Meyers-Levy, J. (2009). Emotional Persuasion: When the Valence versus the Resource Demands of Emotions Influence Consumers' Attitudes. Journal of Consumer Research, 36(4), 585-599.
Lee, S. Y. (2010). Ad-induced Affect: The effects of forewarning, affect intensity, and prior brand attitude. Journal of Marketing Communications, 16(4), 225-237.
Lee, Y. H., & Mason, C. (1999). Responses to Information Incongruency in Advertising: The Role of Expectancy, Relevancy, and Humor. Journal of Consumer Research, 26(2), 156-169.
Lichtlé, M. (2007). The Effect of an Advertisement's Colour on Emotions Evoked by an Ad and Attitude towards the Ad. International Journal of Advertising, 26(1), 37-62.
Lin, H., Luo, M.R., MacDonald, L.W., Tarrant,A.W.S.(2001). A Cross-cultural Colour Naming Study. Part I: Using an unconstrained method.Color Research & Application, 26(1), 40–60.
Liu, C., Guo, Y. M., & Lee, C. (2011). The Effects of Relationship Quality and Switching Barriers on Customer Loyalty. International Journal of Information Management, 31(1), 71-79.
Loersch, C., & Bartholow, B. D. (2011). The Color of Safety: Ingroup-associated colors make beer safer. Journal of Experimental Social Psychology, 47(1), 190-194.
Lohse, G. L., & Rosen, D. L. (2001). Signaling Quality and Credibility in Yellow Pages Advertising: The Influence of Color and Graphics on Choice. Journal of Advertising, 30(2), 73-85.
Loken, B., & Ward, J. (1990). Alternative Approaches to Understanding the Determinants of Typicality. Journal of Consumer Research, 17(2), 111-126.
López López, I., & Ruiz de Maya, S. (2012). When Hedonic Products Help Regulate My Mood. Marketing Letters, 23(3), 701-717.
Loureiro, S. C. (2015). The Role of Website Quality on PAD, Attitude and Intentions to Visit and Recommend Island Destination. International Journal of Tourism Research, 17(6), 545-554.
Lynn, M., & Harris, J. (1997). The Desire for Unique Consumer Products: A New Individual Differences Scale. Psychology & Marketing, 14(6), 601-616.
Madden, T. J., Hewett, K., & Roth, M. S. (2000). Managing Images in Different Cultures: A Cross-National Study of Color Meanings and Preferences. Journal of International Marketing, 8(4), 90-107.
Maheswaran, D., & Sternthal, B. (1990). The Effects of Knowledge, Motivation, and Type of Message on Ad Processing and Product Judgments. Journal of Consumer Research, 17(1), 66-73.
Malaviya, P., & Sivakumar, K. (1998). The Moderating Effect of Product Category Knowledge and Attribute Importance on the Attraction Effect. Marketing Letters, 9(1), 93-106.
Mandler, George. (1982). The Structure of Value: Accounting for Taste. In Affect and Cognition: The Seventeenth Annual Carnegie Symposium on Cognition. NJ： Erlbaum, 3-36.
Maoz, E., & Tybout, A. M. (2002). The Moderating Role of Involvement and Differentiation in the Evaluation of Brand Extensions. Journal of Consumer Psychology, 12(2), 119-131.
Martin, B. S., Gnoth, J., & Strong, C. (2009). Temporal Construal in Advertising. Journal of Advertising, 38(3), 5-19.
Markus, H. R., & Kitayama, S. (1991). Culture and the Self: Implications for Cognition, Emotion, and Motivation. Psychological Review, 98(2), 224-253.
Mayer, R. E., & Moreno, R. (2003). Nine Ways to Reduce Cognitive Load in Multimedia Learning. Educational Psychologist, 38(1), 43-52.
Mehrabian, A. and Russell, J. A. (1974). An Approach to Environmental Psychology. MIT Press, Cambridge, MA.
Meng-Hsiang, H., & Chao-Min, C. (2004). Predicting Electronic Service Continuance with a Decomposed Theory of Planned Behaviour. Behaviour & Information Technology, 23(5), 359-373.
Meyers-Levy, J., & Tybout, A. M. (1989). Schema Congruity as a Basis for Product Evaluation. Journal of Consumer Research, 16(1), 39-54.
Meyers-Levy, J., Louie, T. A., & Curren, M. T. (1994). How Does the Congruity of Brand Names Affect Evaluations of Brand Name Extensions?. Journal of Applied Psychology, 79(1), 46-53.
Meyers-Levy, J., & Peracchio, L. A. (1995). Understanding the Effects of Color: How the Correspondence between Available and Required Resources Affects Attitudes. Journal of Consumer Research, 22(2), 121-138.
Michaelidou, N. (2012). A Typology of Consumers' Variety-seeking Disposition Based on Inherent Needs. Journal of Marketing Management, 28(5-6), 676-694.
Michel, S., Kreuzer, M., Kühn, R., Stringfellow, A., & Schumann, J. H. (2009). Mass-customised Products: Are They Bought for Uniqueness or to Overcome Problems with Standard Products ?. Journal of Customer Behaviour, 8(4), 307-327.
Miller, E. G., & Kahn, B. E. (2005). Shades of Meaning: The Effect of Color and Flavor Names on Consumer Choice. Journal of Consumer Research, 32(1), 86-92.
Mohanty, S. N., & Suar, D. (2014). Decision Making Under Uncertainty and Information Processing in Positive and Negative Mood States. Psychological Reports, 115(1), 91-105.
Mohanty, P., & Ratneshwar, S. (2016). Visual Metaphors in Ads: The Inverted-U Effects of Incongruity on Processing Pleasure and Ad Effectiveness. Journal of Promotion Management, 22(3), 443-460.
Moon, J., & Kim, Y. (2001). Extending the TAM for a World-Wide-Web context. Information & Management, 38(4), 217-230.
Moskaliuk, J., Kimmerle, J., & Cress, U. (2009). Wiki-Supported Learning and Knowledge Building: Effects of Incongruity between Knowledge and Information. Journal of Computer Assisted Learning, 25(6), 549-561.
Murry Jr., J. P., Lastovicka, J. L., & Singh, S. N. (1992). Feeling and Liking Responses to Television Programs: An Examination of Two Explanations for Media-Context Effects. Journal of Consumer Research, 18(4), 441-451.
Nagai, J. I., & Yokosawa, K. (2003). What Regulates the Surface Color Effect in Object Recognition: Color Diagnosticity or Category. Technical Report on Attention and Cognition, 28, 1-4.
Nagar, K. (2015). Modeling the Effects of Green Advertising on Brand Image: Investigating the Moderating Effects of Product Involvement Using Structural Equation. Journal of Global Marketing, 28(3-5), 152-171.
Nasrallah, M., Carmel, D., & Lavie, N. (2009). Murder, She Wrote: Enhanced Sensitivity to Negative Word Valence. Emotion, 9(5), 609-618.
Nettelhorst, S. C., & Youmans, R. J. (2012). The Effects of Advertisement Variation and Need for Cognition on Attitudes toward Products. New School Psychology Bulletin, 9(2), 68-73.
Nicolai, J., Darancó, S., & Moshagen, M. (2016). Effects of Mood State on Impulsivity in Pathological Buying. Psychiatry Research, 244, 351-356.
Norton, R. W. (1975). Measurement of Ambiguity Tolerance. Journal of Personality Assessment, 39(6), 607-619.
Noseworthy, T. J., Di Muro, F., & Murray, K. B. (2014). The Role of Arousal in Congruity-Based Product Evaluation. Journal of Consumer Research, 41(4), 1108-1126.
Olofsson, J. K., Nordin, S., Sequeira, H., & Polich, J. (2008). Affective Picture Processing: An Integrative Review of ERP Findings. Biological Psychology, 77(3), 247-265.
Paasovaara, R., Luomala, H. T., Pohjanheimo, T., & Sandell, M. (2012). Understanding Consumers' Brand-induced Food Taste Perception: A Comparison of 'Brand Familiarity' - and 'Consumer Value - Brand Symbolism (In)congruity' - Accounts. Journal of Consumer Behaviour, 11(1), 11-20.
Patil, D. (2012). Coloring Consumer's Psychology Using Different Shades the Role of Perception of Colors by Consumers in Consumer Decision Making Process: A Micro Study of Select Departmental Stores in Mumbai City, India. Journal of Business & Retail Management Research, 7(1), 60-73.
Pelsmacker, P. D., Geuens, M., & Anckaert, P. (2002). Media Context and Advertising Effectiveness: The Role of Context Appreciation and Context/Ad Similarity. Journal of Advertising, 31(2), 49-61.
Phillips, L. H., Bull, R., Adams, E., & Fraser, L. (2002). Positive Mood and Executive Function: Evidence from Stroop and Fluency Tasks. Emotion (Washington, D.C.), 2(1), 12-22.
Phillips, B. J. (2000). The Impact of Verbal Anchoring on Consumer Response to Image Ads. Journal of Advertising, 29(1), 15-24.
Pieters, R., Warlop, L., & Wedel, M. (2002). Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory. Management Science, 48(6), 765-781.
Pieters, R., & Wedel, M. (2004). Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects. Journal of Marketing, 68(2), 36-50.
Puzakova, M., Kwak, H., Ramanathan, S., & Rocereto, J. F. (2016). Painting Your Point: The Role of Color in Firms' Strategic Responses to Product Failures via Advertising and Marketing Communications. Journal of Advertising, 45(4), 365-376.
Romaniuk, J., & Nenycz-Thiel, M. (2014). Measuring the Strength of Color Brand-Name Links. Journal of Advertising Research, 54(3), 313-319.
Rossion, B., & Pourtois, G. (2004). Revisiting Snodgrass and Vanderwart's Object Pictorial Set: the Role of Surface Detail in Basic-level Object Recognition. Perception, 33(2), 217-236.
Roy, R., & Sharma, P. (2015). Scarcity Appeal in Advertising: Exploring the Moderating Roles of Need for Uniqueness and Message Framing. Journal of Advertising, 44(4), 349-359.
Roy, S., Guha, A., & Biswas, A. (2015). Celebrity Endorsements and Women Consumers in India: How Generation-cohort Affiliation and Celebrity-product Congruency Moderate the Benefits of Chronological Age Congruency. Marketing Letters, 26(3), 363-376.
Sang Yeal, L., & Fuyuan, S. (2009). Joint Advertising and Brand Congruity: Effects on Memory and Attitudes. Journal of Promotion Management, 15(4), 484-498.
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1-3), 53-67.
Schreier, M. (2006). The Value Increment of Mass-customized Products: An Empirical Assessment. Journal of Consumer Behaviour,5(4), 317-327.
Schupp, H. T., Junghöfer, M., Weike, A. I., & Hamm, A. O. (2003). Emotional Facilitation of Sensory Processing in the Visual Cortex. Psychological Science, 14(1), 7-13.
Schwarz, N., & Clore, G. L. (1983). Mood, Misattribution, and Judgments of Well-being: Informative and directive functions of affective states. Journal of Personality and Social Psychology, 45(3), 513-523.
Schwarz, N. (2004). Metacognitive Experiences in Consumer Judgment and Decision Making. Journal of Consumer Psychology, 14(4), 332-348.
Seung Yun, L., Sangdo, O., & Sunho, J. (2014). The Effects of Scarcity Appeal on Product Evaluation: Consumers' Cognitive Resources and Company Reputation. Social Behavior & Personality, 42(5), 743-756.
Seung Yun, L., Sangdo, O., & Sunho, J. (2016). Mood Affects Consumer Inferences of Marketers’ Scarcity Claim as a Sales Tactic. Social Behavior & Personality: An International Journal, 44(7), 1163-1172.
Sherif, M., & Cantril, H.(1947). The Psychology of Ego-involvements: Social attitudes and identifications. New York.
Sjödin, H., & Törn, F. (2006). When Communication Challenges Brand Associations: A Framework for Understanding Consumer Responses to Brand Image Incongruity. Journal of Consumer Behaviour, 5(1), 32-42.
Skorinko, J. L., Kemmer, S., Hebl, M. R., & Lane, D. M. (2006). A Rose by Any Other Name ...: Color-naming Influences on Decision Making. Psychology & Marketing, 23(12), 975-993.
Sloman, S. A., Love, B. C., & Woo-Kyoung, A. (1998). Feature Centrality and Conceptual Coherence. Cognitive Science, 22(2), 189-228.
Snyder, C. R., & Fromkin, H. L. (1977). Abnormality as a Positive Characteristic: The Development and Validation of a Scale Measuring Need for Uniqueness. Journal of Abnormal Psychology, 86(5), 518-527.
Snyder, C. R., and Fromkin, H. L.(1980). Uniqueness: The Human Pursuit of Difference. New York: Plenum.
Snyder, M., & DeBono, K. G. (1985). Appeals to Image and Claims about Quality: Understanding the Psychology of Advertising. Journal of Personality and Social Psychology, 49(3), 586-597.
Song, H., & Schwarz, N. (2009). If It's Difficult to Pronounce, It Must Be Risky. Psychological Science, 20(2), 135-138.
Soni, M. J., & Koshy, A. (2016). An Examination of Response of Consumers with Different Levels of Uniqueness to Limited Quantity Offers. Vikalpa: The Journal For Decision Makers, 41(3), 209-221.
Sreejesh, S. (2012). Consumers' Evaluation of Co-Brand Extensions: The Effects of Concept Congruity on the Evaluation of Co-branded Products, Analyzing the Moderating Role of Task Involvement. International Management Review, 8(1), 21-31.
Srivastava, K., & Sharma, N. K. (2012). Consumer Attitude towards Brand-extension Incongruity: The Moderating Role of Need for Cognition and Need for Change. Journal of Marketing Management, 28(5-6), 652-675.
Sweller, J., van Merrienboer, J. G., & Paas, F. C. (1998). Cognitive Architecture and Instructional Design. Educational Psychology Review, 10(3), 251-296.
Tanaka, J. W., & Presnell, L. M. (1999). Color Diagnosticity in Object Recognition. Perception & Psychophysics, 61(6), 1140-1153.
Tao, Y., Cheng, C., & Sun, S. (2009). What Influences College Students to Continue Using Business Simulation Games? The Taiwan Experience. Computers & Education, 53(3), 929-939.
Tasci, A. D., & Ko, Y. J. (2016). A Fun-Scale for Understanding the Hedonic Value of a Product: The Destination Context. Journal of Travel & Tourism Marketing, 33(2), 162-183.
Therriault, D. J., Yaxley, R. H., & Zwaan, R. A. (2009). The Role of Color Diagnosticity in Object Recognition and Representation. Cognitive Processing, 10(4), 335-342.
Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers' Need for Uniqueness: Scale Development and Validation. Journal of Consumer Research, 28(1), 50-66.
Tice, D. M., Bratslavsky, E., & Baumeister, R. F. (2001). Emotional Distress Regulation Takes Precedence over Impulse Control: If You Feel Bad, Do It!. Journal of Personality And Social Psychology, 80(1), 53-67.
Touryan, S. R., Marian, D. E., & Shimamura, A. P. (2007). Effect of Negative Emotional Pictures on Associative Memory for Peripheral Information. Memory, 15(2), 154-166.
Trampe, D., Stapel, D. A., Siero, F. W., & Mulder, H. (2010). Beauty as a Tool: The Effect of Model Attractiveness, Product Relevance, and Elaboration Likelihood on Advertising Effectiveness. Psychology & Marketing, 27(12), 1101-1121.
Trope, Y. (2004). Theory in Social Psychology: Seeing the Forest and the Trees. Personality & Social Psychology Review, 8(2), 193-200.
Uttl, B., Graf, P., & Santacruz, P. (2006). Object Color Affects Identification and Repetition Priming. Scandinavian Journal of Psychology, 47(5), 313-325.
Valdez, P., & Mehrabian, A. (1994). Effects of Color on Emotions. Journal of Experimental Psychology: General, 123(4), 394-409.
Van Enschot, R., & Hoeken, H. (2015). The Occurrence and Effects of Verbal and Visual Anchoring of Tropes on the Perceived Comprehensibility and Liking of TV Commercials. Journal of Advertising, 44(1), 25-36
Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research (JMR), 40(3), 310-320.
Wansink, B., & Chandon, P. (2006). Can “Low-Fat” Nutrition Labels Lead to Obesity?. Journal of Marketing Research, 43(4), 605-617.
Wang, A. (2006). Advertising Engagement: A Driver of Message Involvement on Message Effects. Journal of Advertising Research, 46(4), 355-368.
Wetzer, I. M., Zeelenberg, M., & Pieters, R. (2007). “Never eat in that restaurant, I did!”: Exploring Why People Engage in Negative Word-of-mouth Communication. Psychology & Marketing, 24(8), 661-680.
Williams, P. (2014). Emotions and Consumer Behavior. Journal of Consumer Research, 40(5), 8-11.
Wilson, R. T., & Till, B. D. (2013). Recall of Preshow Cinema Advertising: A Message Processing Perspective. Journal of Marketing Communications, 19(1), 1-21.
Wood, S. L., & Swait, J. (2002). Psychological Indicators of Innovation Adoption: Cross-Classification Based on Need for Cognition and Need for Change. Journal of Consumer Psychology, 12(1), 1-13.
Wu, W., Lu, H., Wu, Y., & Fu, C. (2012). The Effects of Product Scarcity and Consumers' Need for Uniqueness on Purchase Intention. International Journal of Consumer Studies, 36(3), 263-274.
Xiaowen, F., Chan, S., Brzezinski, J., & Shuang, X. (2005). Moderating Effects of Task Type on Wireless Technology Acceptance. Journal of Management Information Systems, 22(3), 123-157.
Yagci, M. I., Biswas, A., & Dutta, S. (2009). Effects of Comparative Advertising Format on Consumer Responses: The moderating effects of brand image and attribute relevance. Journal of Business Research, 62(8), 768-774.
Yi-Chin, L., & Wei-Li, W. (2015). Effects of Medical Disputes on Internet Communications of Negative Emotions and Negative Online Word-of-Mouth. Psychological Reports, 117(1), 251-270.
Yoon, H. J. (2013). Understanding Schema Incongruity as a Process in Advertising: Review and Future Recommendations. Journal of Marketing Communications, 19(5), 360-376.
Yung-Cheng, S., & Ting-Chen, C. (2006). When East meets West: The Effect of Cultural Tone Congruity in Ad Music and Message on Consumer Ad Memory and Attitude. International Journal of Advertising, 25(1), 51-70.
Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 12(3), 341-352.
Zaichkowsky, J. L. (1986). Conceptualizing Involvement. Journal of Advertising, 15(2), 4-34.
Zaichkowsky, J. L. (1994). Research Notes: The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising. Journal of Advertising, 23(4), 59-70.
Zeithaml, V., Berry, L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.
Zenasni, F., Besancon, M., & Lubart, T. (2008). Creativity and Tolerance of Ambiguity: An Empirical Study. Journal of Creative Behavior, 42(1), 61-73.
Zhenfeng, M., Gill, T., & Ying, J. (2015). Core Versus Peripheral Innovations: The Effect of Innovation Locus on Consumer Adoption of New Products. Journal of Marketing Research, 52(3), 309-324.
Zhong, W., Li, Y., Li, P., Xu, G., & Mo, L. (2015). Short-term Trained Lexical Categories Produce Preattentive Categorical Perception of Color: Evidence from ERPs. Psychophysiology, 52(1), 98-106.
Zillman, D. (1988). Mood Management Through Communication Choices. American Behavioral Scientist, 31(3), 327.
Zimmerman, F. J., & Shimoga, S. V. (2014). The Effects of Food Advertising and Cognitive Load on Food Choices. BMC Public Health, 14(1), 1-18.
Zou, D., Jin, L., He, Y., & Xu, Q. (2014). The Effect of the Sense of Power on Chinese Consumers’ Uniqueness-Seeking Behavior. Journal of International Consumer Marketing, 26(1), 14-28.