COLOR IN UNITED-STATES AND TAIWANESE INDUSTRIAL ADVERTISING

dc.citation.epage	198	en_US
dc.citation.issue	3	en_US
dc.citation.spage	195	en_US
dc.citation.volume	22	en_US
dc.citation.woscount	1
dc.contributor.author	HUANG, JH	en_US
dc.contributor.department	交大名義發表	zh_TW
dc.contributor.department	管理科學系	zh_TW
dc.contributor.department	National Chiao Tung University	en_US
dc.contributor.department	Department of Management Science	en_US
dc.date.accessioned	2014-12-08T15:20:06Z
dc.date.available	2014-12-08T15:20:06Z
dc.date.issued	1993-08-01	en_US
dc.description.abstract	Colors invoke emotional responses and affect subjects' perception of the advertized product. This study compares the usage of colors in business-to-business advertisements in the United States and Taiwan. The results of the study indicate that the usage of color is affected by culture: American ads use more brown and less yellow than Taiwanese ads. The implications for color use in advertising across national boundaries are discussed.	en_US
dc.identifier.issn	0019-8501	en_US
dc.identifier.journal	INDUSTRIAL MARKETING MANAGEMENT	en_US
dc.identifier.uri	https://ir.lib.nycu.edu.tw/handle/11536/14261
dc.identifier.wosnumber	WOS:A1993LP49300005
dc.language.iso	en_US	en_US
dc.title	COLOR IN UNITED-STATES AND TAIWANESE INDUSTRIAL ADVERTISING	en_US
dc.type	Article	en_US

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