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What we know about consumers’ color choices

Randi Priluck Grossman (Seton Hall University, South Orange, New Jersey, USA, and)
Joseph Z. Wisenblit (Seton Hall University, South Orange, New Jersey, USA)

Journal of Marketing Practice: Applied Marketing Science

ISSN: 1355-2538

Article publication date: 1 June 1999

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.

Keywords

Citation

Priluck Grossman, R. and Wisenblit, J.Z. (1999), "What we know about consumers’ color choices", Journal of Marketing Practice: Applied Marketing Science, Vol. 5 No. 3, pp. 78-88. https://doi.org/10.1108/EUM0000000004565

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited