Purpose – The purpose of this paper is to investigate the differences in male and female attitudes and establish a causal relationship between general (a priori) attitudes towards female stereotypical advertisements and attitudes towards specific advertising stimuli, providing evidence from...

Purpose – The purpose of this paper is to review the literature published since 1985 regarding color effects in advertising and at setting an agenda for future research. Design/methodology/approach – Recent publications (1985-2012) regarding the effects of color in advertising on...