Trends of Color Research in Consumer Behavior
This study identifies recent trends in research on color by reviewing the literature since 2015. A review was conducted on four major categories of color research: hue, lightness, chroma, and monochrome vs. color. An examination of the relationship between color and marketing mix (4P’s) revealed tha...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2021-09-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/41/2/41_2021.047/_html/-char/en |