Impact of color temperature on the effectiveness of advertising spokesperson

Abstract

Advertising spokesperson is one of the undeniably important factors affecting advertising effectiveness. However, advertising spokesperson has to have some particular features to be effective. Various previous researches resulted in determination of different features of advertising spokesperson and their effectiveness; i.e. type of a spokesperson (celebrity vs. a regular person); gender and race of a spokesperson; etc. were found to have an impact on the spokesperson’s effectiveness. However, the research on the impact of shooting color temperature on its effectiveness is still scarce. The aim of this paper is to fill this gap. Neuromarketing research methods were applied to substantiate the impact of color temperature on spokesperson effectiveness and to determine the guidelines for its usage in advertising