Date of Award

6-2016

Document Type

Open Access

Degree Name

Bachelor of Science

Department

Psychology

First Advisor

Kenneth DeBono

Language

English

Keywords

product, participants, emotional, research, warm

Abstract

Prior research on self-monitoring has indicated high self-monitors will moderate their behavior based upon their environment, whereas low self-monitors listen to internal cues to make behavioral decisions. Within the consumer research, there appears to be individual differences in product evaluation. Self-monitoring orientation has emerged as one explanation for variance in product assessment. High self-monitors have indicated to be more receptive to image-based advertising. Conversely low-monitors have shown to be drawn to quality-based advertisements. Thus, other attributes such as product design, specifically color, appear to be moderators in product assessment among high and low self-monitors. The current research examined the possible connection between color activation and self-monitoring orientation. Participants completed a self-monitoring and scale and took a survey assessing coconut water assessment, which was either a warm or cool toned framed advertisement. High self-monitors appeared to respond more favorably to warm tones than low self-monitors. Thus, the research provides evidence for a connection between high self-monitoring and a preference toward warm, excitatory tones when evaluating products.

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