Graduation Year
Spring 2014
Document Type
Campus Only Senior Thesis
Department
Psychology
Reader 1
Alan Hartley
Reader 2
Stacey Wood
Terms of Use & License Information
Rights Information
© 2014 Zoe Stalnecker
Abstract
This study examined how various combinations of colors and fonts in email advertisements affect a consumer’s likelihood of purchasing a product and her judgment of appeal. It further examined overall perceptions of email advertisements. The study conducted a survey containing eighteen simulated emails that was distributed over Amazon MTurk. A total of 116 participants in the United States took the survey. Results showed that most participants preferred a yellow foreground to orange and purple, and a blue background to red and green. Findings also revealed that Georgia font style was consistently preferred over Onyx font style. Results showed that emails comprising of a blue background, yellow foreground and Georgia font style were especially significant in influencing consumers to purchase a product and were the most appealing.
Recommended Citation
Stalnecker, Zoe, "Email, Colors and Fonts: Responses to How Email Advertising Influences Consumer Buying Behavior and Judgment of Appeal" (2014). Scripps Senior Theses. 455.
https://scholarship.claremont.edu/scripps_theses/455
This thesis is restricted to the Claremont Colleges current faculty, students, and staff.
