What we know about consumers’ color choices

What we know about consumers’ color choices Marketing practitioners know that a product’s color may play an important role in a consumer’s purchase decision, but may not be familiar with the empirical research that has been conducted in this area. The purpose of this paper is to apply an associative learning framework to the color literature to help understand consumer color choices. Specifically, the principles of classical conditioning, a form of associative learning, will be used to make suggestions to practitioners who wish to create or change color associations for their products. The implications of the findings from the color literature are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Practice: Applied Marketing Science Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © 1999 MCB UP Ltd. All rights reserved.
ISSN
1355-2538
DOI
10.1108/EUM0000000004565
Publisher site
See Article on Publisher Site

Abstract

Marketing practitioners know that a product’s color may play an important role in a consumer’s purchase decision, but may not be familiar with the empirical research that has been conducted in this area. The purpose of this paper is to apply an associative learning framework to the color literature to help understand consumer color choices. Specifically, the principles of classical conditioning, a form of associative learning, will be used to make suggestions to practitioners who wish to create or change color associations for their products. The implications of the findings from the color literature are discussed.

Journal

Journal of Marketing Practice: Applied Marketing ScienceEmerald Publishing

Published: Jun 1, 1999

Keywords: Brands; Consumer behaviour; Marketing strategy; Product design; Product management

References

  • The role of affect in attitude formation: a classical conditioning approach
    Kim, J.; Lim, J.‐S.; Bhargava, M.

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