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Colour and product choice: a study of gender roles

Debby Funk (University of Malaysia Sabah, Kota Kinabalu, Malaysia)
Nelson Oly Ndubisi (School of Business, Monash University Malaysia, Selangor)

Management Research News

ISSN: 0140-9174

Article publication date: 1 January 2006




Research in to how colour can stimulate interest and subsequently increase the appeal power of products. There has been very little or no research in the colour‐impact domain in Malaysia. Gender has also been presented as an important factor of colour penchant and proclivity. Seeks to understand the influence of colour on consumer choice of automobile as well as the effect of gender differences.


A field survey of Malaysia consumers was conducted to understand these influences. A total of 196 consumers randomly selected from a mall intercept exercise responded to the questionnaire.


Shows that attitude towards colour, colour attractiveness, normative colour, and colour preferences are significantly associated with product choice. The results also show that gender moderates the impact of colour significance, attitude towards colour, colour attractiveness, and colour preferences on choice.

Research limitations/implications

Limited by the fact that the study was undertaken in one country.

Practical implications

To help marketers exploit gender differences through use of colour.


There has been little research on colour in marketing in the past. This fills a gap.



Funk, D. and Oly Ndubisi, N. (2006), "Colour and product choice: a study of gender roles", Management Research News, Vol. 29 No. 1/2, pp. 41-52.



Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

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