L’impact de la couleur sur les croyances, les préférences, le risque perçu et l’attitude des enfants envers un produit alimentaire

Pascale Ezan () and Gaëlle Pantin-Sohier ()
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Pascale Ezan: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Gaëlle Pantin-Sohier: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage

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Abstract: The contributions in consumer socialization stress that the color affects the process of data processing of the children and contributes to the formation of their attitude towards the product. Nevertheless, the literacy is especially related to the color of the packaging. Prolonging this work, our paper highlights the impact of the color of the product on the beliefs, the preferences, the perceived risk and the attitude towards a food product ie the syrup of fruit. The first results underline that the color influences the attitude of the child towards the product and in particularly its desire for consuming this product.

Keywords: Color; Belief; Perceived risk; Food product; Child consumer; Produit alimentaire; Enfant consommateur; Couleur; Préférences; Risque perçu; Croyances (search for similar items in EconPapers)
Date: 2010-11-18
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Published in 15èmes journées de Recherche en Marketing de Bourgogne, Nov 2010, Dijon, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02075413

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