L’impact de l’utilisation des couleurs chaudes dans la publicité Télévisée sur l’intention d’achat des consommateurs Algériens.

Abstract

As the consumer has become more demanding and difficult to convince, all companies have become aware of the important role of communication. For example, the degree of effect of warm colours used in television advertising on purchase intention and the crucial role of emotions and memorization of commercial information. Companies always seek to attract consumers' attention to a product, they do so using a variety of tools to influence consumers' behaviour and purchase decisions. This study demonstrated the existence of a positive effect relationship between the component colours of a television advertisement, emotions, recall and purchase intention.