Abstract
The aim of this study was to investigate the influence of the persuaded’s preferred color on interpersonal cognition and behavioral modification in persuasion situations. To elucidate this influence process, a psychological experiment was conducted using a video to persuade people to visit the lab. From weak behavioral intentions (lab visit, website browsing) to strong behavioral intentions (face-to-face conversation), the aim was to see what level of behavior was elicited. The results showed that, compared to the achromatic condition, the presence of a favorable color behind the persuader reduced ‘careless’ interpersonal impressions and improved the relative evaluation of the persuasive content. It was also found that weak behavioral intentions, such as ‘visit the lab’ or ‘browse the lab website’, were promoted as a result of the persuasion. These findings can enrich the use of color and improve communication in real and online spaces.
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