Chapter 15

Question 1

What is the symbolic meaning of colour in early childhood?

Answer 1

At birth, girls are wrapped in pink blankets, boys in blue.

Question 2

How do executives utilize colour in their attire?

Answer 2

Executives wear ‘power’ colours.

Question 3

What are some job categories associated with specific colours?

Answer 3

• White collar
• Blue collar
• Green collar
• Pink collar

Question 4

What are the attitudinal associations of colours in old westerns?

Answer 4

Good guys wear white hats, bad guys wear black.

Question 5

What does the colour red symbolize in terms of emotion?

Answer 5

Red is associated with sexiness.

Question 6

What does going ‘green’ signify?

Answer 6

Being trendy and eco-conscious.

Question 7

How do we often equate colours with moods? Provide examples.

Answer 7

• Seeing red
• Green with envy
• Feeling blue
• Tickled pink

Question 8

What are the effects of ambient colours on moods and emotions?

Answer 8

• Primary colours: bold, lively, energetic
• Pastels: calming, relaxing
• Warm colours: red, yellow, orange
• Cool colours: blue, green, purple

Question 9

How does food colouring influence food perception?

Answer 9

Food colouring makes many foods more appealing and signifies freshness, quality, and taste.

Question 10

What impact do plate colours have on snacking behaviour?

Answer 10

People snacked more when eating from blue plates than red plates.

Question 11

In which type of cup did hot chocolate taste better according to research?

Answer 11

Orange or dark cream cup.

Question 12

How is music used in advertising?

Answer 12

Music serves as a mnemonic device and affects mood and shopping behavior.

Question 13

Fill in the blank: Like a good neighbor, ________ is there.

Answer 13

[insurance company name]

Question 14

Fill in the blank: Break me off a piece of that _________ bar.

Answer 14

[chocolate bar name]

Question 15

What is a risk associated with background music in advertising?

Answer 15

Risk of habituation (desensitization).

Question 16

What role do fragrances play in persuasion?

Answer 16

Fragrances function as peripheral cues.

Question 17

What are some effects of aromas according to studies?

Answer 17

• Alter moods
• Improve task performance
• Make shoppers linger in stores

Question 18

What caveats are associated with the use of aroma in persuasion?

Answer 18

• Smell preferences are highly idiosyncratic
• Overreliance on smells could produce desensitization
• Smells may result in counter-conditioning (boomerang effect)
• Some people are sensitive to smells (allergies, gag reflexes, etc.)

Question 19

What should you consider when analyzing the persuasion trends related to your favorite music album?

Answer 19

Consider its colour, emotions, attitudes, and aroma.

Question 20

What should you analyze regarding a recent billboard ad from your favorite clothing company?

Answer 20

Examine its colour, emotions, attitudes, and aroma.

Question 21

What aspects should be reviewed in a TV commercial for your favorite food or beverage?

Answer 21

Focus on colour, emotions, attitudes, and aroma.

Question 22

How can music be used in persuasion?

Answer 22

Music can influence mood and shopping behavior.

Question 23

What roles do colour and emotion play in persuasion?

Answer 23

Colour and emotion affect perceptions and behaviours.