Advanced search

Accessible advertising for visually‐disabled persons: the case of color‐deficient consumers

Carol Kaufman‐Scarborough (Associate Professor of Marketing, Rutgers University, School of Business, Camden, New Jersey, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 July 2001

Abstract

Successful advertising must attract attention, communicate clearly, and ideally be memorable for optimum impact. The basic processes of encoding and decoding underlie successful communication, but advertisers often neglect to test for accessibility by visually‐disabled persons. The present paper will present a framework for detecting information‐processing problems and illustrate the use of this framework by analyzing the responses of color‐deficient consumers.

Keywords

Citation

Kaufman‐Scarborough, C. (2001), "Accessible advertising for visually‐disabled persons: the case of color‐deficient consumers", Journal of Consumer Marketing, Vol. 18 No. 4, pp. 303-318. https://doi.org/10.1108/07363760110392985

Download as .RIS

Publisher

:

MCB UP Ltd

Copyright © 2001, MCB UP Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
Rent from Deepdyve
If you think you should have access to this content, click the button to contact our support team.
Contact us
Manage cookies

We’re listening — tell us what you think

Join us on our journey