# Color in web banner advertising: The influence of analogous and complementary colors on attitude and purchase intention

> Research article (Electronic Commerce Research and Applications, 2021) · cited 31× · AI/ML

**Wikidata**: [openalex:W3207453762](https://www.wikidata.org/wiki/openalex:W3207453762)  
**Source**: https://4ort.xyz/entity/color-in-web-banner-advertising-the-influence-of-analogous-and-complementary-colors-on-attitude-and-purchase-intention