Graduation Year

2010

Document Type

Thesis

Degree

M.A.

Degree Granting Department

Mass Communications

Major Professor

Scott Liu, Ph.D.

Keywords

Involvement, Congruency, Intention, Non-profit, Attitudes, Reactions

Abstract

Color is a major factor in persuasive communication and messaging. This study examines the role of color and other variables in the communication of environmental causes. Many environmental organizations are starting to use color to generate awareness and create symbolic color associations. Based on the congruency theory and the elaboration likelihood model, this study tested specific research hypotheses pertaining to the effects of color-cause congruency and involvement with the cause on consumer reactions through a controlled experiment. Results reveal that involvement and the congruency between color and cause had an effect on attitude toward the organization and attitude toward the message. However, the hypothesized interaction effects of congruency and involvement failed to reach statistical significance. The study thus provides support for the congruency theory and elaboration likelihood model by showing the independent influence of color-cause congruency and cause involvement.

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