Nonconscious influence of colour on brand choice
Date
2010
Authors
Dunn, S.P.
Bogomolova, S.
Sharp, B.M.
Editors
Beckmann, S.
Ringberr, T.
Ritter, T.
Ringberr, T.
Ritter, T.
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
Conference paper
Citation
Proceedings of the 39th EMAC conference, 2010 / Beckmann, S., Ringberr, T., Ritter, T. (ed./s), pp.1-8
Statement of Responsibility
Conference Name
The Six Senses - The Essentials of Marketing (1 Jun 2010 - 4 Jun 2010 : Copenhagen, Denmark)
Abstract
Recent studies suggest that subtle cues in the environment can influence consumer choices without consumers' conscious awareness. This research successfully replicates and extends Berger and Fitzsimons' (2008) seminal study titled 'The Pen Color Study'. Our study uses yellow and white paper surveys to examine respondents' brand preferences across four product categories. Results indicate a greater proportion of respondents selecting yellow associated brands in a survey on yellow paper, as opposed to white paper. However, prior brand usage moderates the strength of this influence. This article contributes to further development of reliable knowledge regarding the influence of environmental cues on consumer choices.
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Dissertation Note
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Copyright 2010 EMAC