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Table of Contents

Chapter 1: Introduction
1.1 Background of the Study
1.2 Statement of the Problem
1.3 Objectives of the Study
1.4 Research Questions
1.5 Significance of the Study
1.6 Scope of the Study
1.7 Limitations of the Study

Chapter 2: Literature Review
2.1 Concept of Color Psychology
2.2 Theoretical Framework
2.3 Color Associations and Meanings
2.4 Influence of Color on Consumer Behavior
2.5 Previous Studies on Color Psychology in Advertising

Chapter 3: Research Methodology
3.1 Research Design
3.2 Population and Sampling
3.3 Data Collection Methods
3.4 Data Analysis Techniques

Chapter 4: Discussion of Findings
4.1 Overview of Findings
4.2 Analysis of Data
4.3 Implications for Advertising
4.4 Recommendations for Practitioners
4.5 Suggestions for Future Research

Chapter 5: Conclusion and Summary
5.1 Summary of Findings
5.2 Conclusion
5.3 Contributions to the Field
5.4 Practical Applications
5.5 Limitations and Suggestions for Further Research

Brief Overview of Thesis: The Impact of Color Psychology on Consumer Behavior in Advertising

The thesis explores the relationship between color psychology and consumer behavior in advertising. The study aims to understand how different colors evoke emotions, perceptions, and attitudes in consumers, ultimately influencing their purchasing decisions. The research will review existing literature on color psychology, consumer behavior, and advertising to develop a theoretical framework for the study.

The methodology will involve conducting a survey among a sample of consumers to gather data on their preferences, perceptions, and responses to different colors used in advertising. The findings will be analyzed to identify patterns, trends, and implications for advertising practitioners.

Overall, the thesis seeks to contribute to the understanding of the role of color in advertising and provide recommendations for marketers to effectively utilize color psychology in their advertising campaigns. The study is limited by the sample size and scope of research, but offers valuable insights into the impact of color on consumer behavior in advertising.

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