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Journal cover: Journal of Marketing Practice: Applied Marketing Science

Journal of Marketing Practice: Applied Marketing Science

ISSN: 1355-2538
Merged into: Marketing Intelligence & Planning

Online from: 1995

Subject Area: Marketing

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What we know about consumers’ color choices


Document Information:
Title:What we know about consumers’ color choices
Author(s):Randi Priluck Grossman, (Seton Hall University, South Orange, New Jersey, USA, and), Joseph Z. Wisenblit, (Seton Hall University, South Orange, New Jersey, USA)
Citation:Randi Priluck Grossman, Joseph Z. Wisenblit, (1999) "What we know about consumers’ color choices", Journal of Marketing Practice: Applied Marketing Science, Vol. 5 Iss: 3, pp.78 - 88
Keywords:Brands, Consumer behaviour, Marketing strategy, Product design, Product management
Article type:Research Paper
DOI:10.1108/EUM0000000004565 (Permanent URL)
Publisher:MCB UP Ltd
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.



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