The Use Of Colors In Social Media Advertisements : An exploratory study about consumers’ mental response

Abstract: The purpose of this study is to explore how the use of primary colors in social media advertisements influences consumers’ mental response, which was done by analyzing how consumers responded to the primary colors through cognition, emotion and perception in social media advertising posts. The theoretical framework was built on the concepts of primary colors (e.g. red, blue and yellow) and the mental response through cognition, emotion and perception.  A qualitative research approach was chosen due to the study’s exploratory nature. Focus groups were conducted since it is argued to effectively meet the purpose based on the participants' possibility to elaborate and provide the discussion with comprehensive insights. Each focus group engaged and discussed three social media advertisements, in an Instagram context, with each advertisement featuring a primary color.   Coding inspired by grounded theory was used in order to establish mental response categories. These mental responses were then analyzed and explored together with a theoretical framework to be able to answer the research question. The analysis provided the reader with an understanding of how consumers respond to SMAs and presented six mental response categories. In conclusion, there were four mental response patterns which were identified. Firstly, perception, cognition and emotion. Secondly, cognition, emotion and perception. Thirdly, emotion, perception and cognition. Finally, perception, emotion and cognition.