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.
Randi Priluck Grossman and Joseph Z. Wisenblit (1999) "What we know about consumers’ color choices", Journal of Marketing Practice: Applied Marketing Science, Vol. 5 No. 3, pp. 78-88Download as .RIS
MCB UP Ltd
Copyright © 1999, MCB UP Limited