Yu, L orcid.org/0000-0002-1664-2230, Westland, S orcid.org/0000-0003-3480-4755, Chen, Y et al. (1 more author) (Cover date: October 2021) Colour associations and consumer product-colour purchase decisions. Color Research and Application, 46 (5). pp. 1119-1127. ISSN 0361-2317
Abstract
This article describes a conceptual framework for understanding consumer product-colour purchase decisions. Building on previous work, a new primary factor, colour association, is introduced. The purpose of this study is to test whether consumers' colour-associations connect with their product-colour association, and whether colour-association affects consumers' intended product-colour purchase decisions. The study used two research activities (a laboratory experiment and an interview) and two research methods (multiple choice for 6-alternative-forced-choice and multiple choice for rank-order) to investigate which colour a participant would choose if asked to select a product to purchase when there is a range of colours available. Participants were also asked to provide a reason for their decisions. The study finds that the stronger a participant's preference for a colour, the more likely they are to purchase a product in that colour. The data from interviews suggests that, for some of the products tested, participants are highly influenced by the colour association that they would purchase a product-colour on their one of the colour association than other colours. The updated conceptual framework suggests that the colour association factor could be one of the product-colour decision primary factors that influence consumer product-purchase intentions in the absence of consumer personal colour preferences.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2021 Wiley Periodicals LLC. This is the peer reviewed version of the following article: Yu, L, Westland, S, Chen, Y, Li, Z. Colour associations and consumer product-colour purchase decisions. Color Res Appl. 2021; 46: 1119– 1127., which has been published in final form at https://doi.org/10.1002/col.22659. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. This article may not be enhanced, enriched or otherwise transformed into a derivative work, without express permission from Wiley or by statutory rights under applicable legislation. Copyright notices must not be removed, obscured or modified. The article must be linked to Wiley’s version of record on Wiley Online Library and any embedding, framing or otherwise making available the article or pages thereof by third parties from platforms, services and websites other than Wiley Online Library must be prohibited. |
Keywords: | colour association; colour preference; packaging design; purchase decisions |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Engineering & Physical Sciences (Leeds) > School of Electronic & Electrical Engineering (Leeds) > Robotics, Autonomous Systems & Sensing (Leeds) The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Design (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 03 Mar 2021 12:50 |
Last Modified: | 12 Jan 2023 16:40 |
Status: | Published |
Publisher: | Wiley |
Identification Number: | 10.1002/col.22659 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:171699 |