Effect of colour and relative product size (RPS) on consumer attitudes

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Varsha Jain; Subhadip Roy; Adwita Pant;
  • Journal: Transnational Marketing Journal,volume 1,issue 1 October,pages41-58
  • Subject: Colour and product size, advertisements, consumer attitudes, product familiarity, India

Colour and visuals are used extensively by the advertisers of different product categories to attract consumer attention and create favourable attitude. Based on this premise, the present study aimed to explore the effect of colour and relative product size on the consu... View more
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