The Effectiveness of Information and Color in Yellow Pages Advertising
通过商场拦截实验，研究黄页广告中信息具体性和色彩使用对消费者考虑和致电行为的影响，发现产品具体信息提升被考虑和致电概率，而增强产品外观的色彩增加致电可能性。
Abstract Abstract A mall-intercept study recruited 601 subjects in three cities who viewed simulated Yellow Pages ads for florists or caterers. Ad information was either generally stated or specific to the product involved. Ads either did or did not contain color. Color was used to attract attention to the ad or else to enhance product appearance. Subjects selected an initial consideration set and a final set of ads to call. Ads with product-specific information were more likely to be considered and called. Findings showed that ads with color were more likely to be considered, but only using product-enhancing color increased chances that an ad would be called. Ads that used enhancing color in a manner that substantiated verbal claims were most likely to be called first.