INFLUENCE OF COLORS ON CONSUMER BEHAVIOR “CONCEPTUAL AND THEORETICAL APPROACHES”

Amel Arabi
Additional contact information
Amel Arabi: FACULTY OF ECONOMICS AND BUSINESS ADMINISTRATION, DEPARTMENT OF MARKETING, WEST UNIVERSITY OF TIMISOARA, ROMANIA

Annals - Economy Series, 2017, vol. 3, 163-170

Abstract: 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.

Keywords: Design; Color; Consumer behaviour. (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.utgjiu.ro/revista/ec/pdf/2017-03/21_AMEL%20ARABI.pdf

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cbu:jrnlec:y:2017:v:3:p:163-170

Access Statistics for this article

More articles in Annals - Economy Series from Constantin Brancusi University, Faculty of Economics Contact information at EDIRC.
Bibliographic data for series maintained by Ecobici Nicolae ( this e-mail address is bad, please contact ).