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Future Research and Lim-itations
The findings of this exploratory study suggest the need for future research on B&W ads. First, it is important to note that there may be emotional effect of B&W ads. Because there is no study explaining the causal effect of B&W ads on the emotional process, it is needed to conduct experimental studies on the issue. Second, this study suggests that there may be an interaction effect between product attributes and B&W characteristics. To understand when B&W ads are likely to be more persuasive, it needs to investigate the interaction effect by using various types of products and B&W ads. One of the main challenges encountered in this study was the small sample size (n = 120) of B&W ads although the author had analyzed 786 ads. Because of this sample size, it was difficult to generalize some interesting findings. However, the data showed evident directions in understanding the phenomena of B&W ads. The other limitation was the reliability level in determining the emotional type (i.e., serious, aesthetic, powerful, & others). Although the PRL value exceeded .70, the value suggested as a guideline by Rust and Cooil (1994), it revealed the need for further refinement of those concepts. |
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