INFLUENCE OF COLORS ON CONSUMER BEHAVIOR “CONCEPTUAL AND THEORETICAL APPROACHES”
Design and in particular its color is often evoked by the consumer as a reason justifying the desire or not to consume the offered product. Colors are considered as a dominant component of design. They are one of the most immediate ways to deliver messages. Indeed, studies have shown that color ca...
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| Format: | Article |
| Language: | English |
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Academica Brâncuşi
2017-06-01
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| Series: | Analele Universităţii Constantin Brâncuşi din Târgu Jiu : Seria Economie |
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| Online Access: | http://www.utgjiu.ro/revista/ec/pdf/2017-03/21_AMEL%20ARABI.pdf |
| Summary: | Design and in particular its color is often evoked by the consumer as a reason justifying the desire or not to
consume the offered product. Colors are considered as a dominant component of design. They are one of the most
immediate ways to deliver messages. Indeed, studies have shown that color can retain attention, affect consumer
perception, stimulate emotional responses, and improve learning. This paper reviews the literature concerning the
impact of colors of design on consumer behavior towards products. The review of several studies on colors and
consumer behavior are meant to explain some authors' empirical works done and related issues that arise from such
studies. We proposed a conceptual model and some hypotheses of research, which will constitute the basis for a
quantitative research on a multicultural sample. Findings of the study are that marketers can use colors to differentiate
products from competitors, increase appetite, enhance mood and form attitudes, among others. |
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| ISSN: | 1844-7007 1844-7007 |