The Effectiveness of Information and Color in Yellow Pages Advertising

By Karen V. Fernandez, Dennis L. Rosen. 2000

105 citations recorded by the source corpus.

Subfields: Marketing, Social Psychology

View Paper: https://www.semanticscholar.org/paper/d1cb64298a9c5b949e93aa2e0c49977ab72ca0ed

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. D. Hardesty
2. W. O. Bearden
3. Robin A. Coulter
4. Piyush Sharma
5. Seounmi Youn
6. Terry L. Childers
7. Blair Kidwell
8. Amanda J. Broderick

In Social Psychology

1. D. Hardesty
2. W. O. Bearden
3. Robin A. Coulter

Citations in the corpus

• VARYING THE CONTENT OF JOB ADVERTISEMENTS: The Effects of Message Specificity (2006, background): “As such, the studies reported in this paper extend prior advertising research regarding the effects of message specificity (e.g., Biswas et al. 1999; Fernandez and Rosen 2000; MacKenzie 1986).”
• BANNER ADVERTISER-WEB SITE CONTEXT CONGRUITY AND COLOR EFFECTS ON ATTENTION AND ATTITUDES (2005, background): “Additional color and advertising research suggests that background color effects are qualified by the contrast between the background color and the color of the text (Fernandez and Rosen 2000; Hall and Hanna 2004; Meyers-Levy and Peracchio 1995).”