THE INFLUENCE OF BACKGROUND COLOR OF SILVER JEWELRY ADVERTISING ON PURCHASING DECISION

Abstract

This research aimed to investigate the influence of background color of silver jewelry advertising on purchasing decision. We took the photo of the silver product pasted on the flannel cloths which was eight colors different of background; red, green, blue, cyan, magenta, yellow, black and white. The observers were asked to assess the impression of luxury, reality, and purchasing decision with the sematic difference scales. The result showed the red background gave the highest scores for the impression of reality and purchasing decision. However, highest score for luxury appearance was obtained in case of black background.