Purpose – With increasing use of explicit comparative advertisement to get share of consumers’ mind and influence their purchase decision in western context, the same is now used extensively in emerging markets like India. However, there has not been sufficient research to understand the...

Colour and visuals are used extensively by the advertisers of different product categories to attract consumer attention and create favourable attitude. Based on this premise, the present study aimed to explore the effect of colour and relative product size on the consumer attitudes...