Abstract
In marketing communication, color has played an important role as a visual element. While previous studies on cross-modal correspondence involving visual color and other senses have been conducted in experimental settings, there has been little discussion on their applicability to real-world advertising environments. Additionally, research on cross-modal correspondence between visual color and auditory senses in advertising has been limited to musical stimuli, with few studies examining the effects of human voice stimuli. Therefore, this study set the research question of whether the congruence between the colors perceived from male and female voices and the colors perceived from the product enhances product attractiveness in detergent advertisements. Using a randomized controlled trial (RCT) conducted in Japan, we created 15-second video advertisements for a fictional detergent featuring blue or pink themes paired with male or female voices, representing congruent and incongruent color-voice conditions. The results showed that the color-voice congruent group perceived the product as more attractive than the color-voice incongruent group. These results highlight the importance of considering auditory color perception in marketing strategies. This study extends existing research on visual-auditory cross-modal correspondence to human voice stimuli and provides practical insights for marketers on effective auditory and visual perceived colors in advertising. Limitations include the focus on detergent, cultural specificity to Japan, and reliance on traditional gender-color stereotypes, which may evolve. Future research should explore diverse products, regions, and shifting societal norms around color and gender associations.
