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Crosscultural Colour Comparisons Global Marketers Beware

Crosscultural Colour Comparisons Global Marketers Beware The Lscher colour test is used to compare colourassociations in China, South Korea, Japan and the United States.Respondents were asked which colour they associate with words such asexpensive, happy, love and dependable. They were also asked to relatethe colours to countries, such as Italy and France institutions, suchas restaurants and theatres and product packages, such as a soft drinklabel and a box of headache remedy. The findings show that, while somecolours seem to show crosscultural consistency, other colours, such aspurple and grey, hold opposite meanings in different cultures. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Crosscultural Colour Comparisons Global Marketers Beware

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-1335
DOI
10.1108/02651339110137279
Publisher site
See Article on Publisher Site

Abstract

The Lscher colour test is used to compare colourassociations in China, South Korea, Japan and the United States.Respondents were asked which colour they associate with words such asexpensive, happy, love and dependable. They were also asked to relatethe colours to countries, such as Italy and France institutions, suchas restaurants and theatres and product packages, such as a soft drinklabel and a box of headache remedy. The findings show that, while somecolours seem to show crosscultural consistency, other colours, such aspurple and grey, hold opposite meanings in different cultures.

Journal

International Marketing ReviewEmerald Publishing

Published: Mar 1, 1991

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