Color preference as a function of the object described

Holmes, Cooper B.; Buchanan, Jo Ann

doi:10.3758/bf03333865

Cited by 54 publications

(59 citation statements)

References 8 publications

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“…Color associations are context dependent and depend on the product (Grossman & Wisenblit, 1999;Holmes & Buchanan, 1984). On this note, Grossman and Wisenblit (1999) suggested that the twofold component of color may be seen in the view of associative learning; consumers create attitudes through a belief formation of a cognitive process and through an emotional process in terms of a affect transfer (Kim, Allen, & Kardes, 1996).…”

Section: Congruence Versus Incongruence For Product Design and Colormentioning

confidence: 99%

Evoking premiumness: How color-product congruency influences premium evaluations

Lyons¹,

Wien²

2018

Food Quality and Preference

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A B S T R A C TGreen is commonly used in marketing to evoke utilitarian and environmental cues, whereas red is regularly found on food logos to induce arousal and excitement. This paper investigates how these colors may contribute to consumer evaluations of premiumness through congruence and incongruence between the marketing message and color on product packages. The literature suggests that, although congruence between product elements and the marketing message often is evaluated as more appropriate, a "moderate incongruence effect" may result in consumer preferences for a moderate incongruence between design elements. Two between-subject experiments suggest that the premise of congruity or incongruity applies to explaining how colors may evoke higher premium evaluations. Study 1 demonstrates that for a product of hedonic nature, consumers will evaluate the product as more premium when the color and product framing are congruent (e.g., red on a package framed as "tasting delicious" or green on a package sold as "healthy"). Study 2 demonstrates the opposite effect by suggesting that when a product is primarily utilitarian, it will be perceived as more premium when the framing of the product and the color are incongruent (e.g., green on the package marketed for its "delicious taste" or red on the package sold as "healthy"). The study adds a novel understanding of how the mechanism of congruence and incongruence between color and a hedonic versus utilitarian marketing message can lead to premium associations. It also has practical implications for marketing managers as to how one can enhance the premium evaluations through color and marketing message.

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Section: Congruence Versus Incongruence For Product Design and Colormentioning

confidence: 99%

Evoking premiumness: How color-product congruency influences premium evaluations

Lyons¹,

Wien²

2018

Food Quality and Preference

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show abstract

“…Color preferences can and do vary for different kinds of objects (Holmes & Buchanan, 1984;Saito, 1983;Schloss et al, 2013;Taft, 1997), and we refer the interested reader to Schloss et al (2013) for a discussion of the relative contributions of the ecological, functional, and personal factors that account for preferences for the colors of particular objects.…”

Section: An Ecological Account Of Individual Differencesmentioning

confidence: 99%

Ecological influences on individual differences in color preference

Schloss

Hawthorne-Madell

Palmer

2015

Atten Percept Psychophys

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How can the large, systematic differences that exist between individuals' color preferences be explained? The ecological valence theory (Palmer & Schloss, Proceedings of the National Academy of Sciences 107:8877-8882, 2010) posits that an individual's preference for each particular color is determined largely by his or her preferences for all correspondingly colored objects. Therefore, individuals should differ in their color preferences to the extent that they have different preferences for the same color-associated objects or that they experience different objects. Supporting this prediction, we found that individuals' color preferences were predicted better by their own preferences for correspondingly colored objects than by other peoples' preferences for the same objects. Moreover, the fit between color preferences and affect toward the colored objects was reliably improved when people's own idiosyncratic color-object associations were included in addition to a standard set of color-object associations. These and related results provide evidence that individual differences in color preferences are reliably influenced by people's personal experiences with colored objects in their environment.

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“…In addition to this, effects of the single attributes of the label including the possible influence of colour-coded nutrition information on food choice have not been examined in detail. Concerning the use of colours in consumer choice, decision making and purchase behaviour, studies from related areas of research have focused on the effects of colour coding and the images conveyed by different colours (36)(37)(38)(39)(40) . It is noted (p. 41) that 'colours are known to possess emotional and psychological properties.…”

mentioning

confidence: 99%

Colour Me In – an empirical study on consumer responses to the traffic light signposting system in nutrition labelling

Hieke¹,

Wilczynski²

2011

Public Health Nutr.

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Objective: As a means of empowering consumers, nutrition labelling has become a widely discussed topic. Simplicity and uniformity of labelling systems are regarded as the prevailing demands from the consumer side. In the present study, we analyse the effects of the traffic light signposting scheme on consumers' food choices. Design: In an online survey, respondents first rated the understandability of the traffic light signposting scheme. In a following conjoint experiment, they indicated which products they would select as the healthiest of the presented products, based on the nutritive information provided by the traffic light signposting scheme. Setting: A major German university. Subjects: In total 2002 undergraduate students participated in the survey. Two-thirds (69 %) of the respondents were female and the majority of the respondents (70 %) were between 18 and 24 years old. Seventy-seven per cent of the participants indicated that they had a higher level of education. Results: Overall, the participants rated the understandability of the traffic light nutrition signposting scheme fairly high (5?9 out of 7). Sugar and fat were found to be the most important attributes of the scheme. Participants placed greater emphases on a change in a product's nutrient characteristic from 'amber to 'red' compared with a change from 'green' to 'amber'. Conclusions: Our results confirm the signalling effect of colour coding as it helps reduce the complexity of decision making. Our findings shed new light on the ongoing discussion concerning appropriate and efficient nutrition labelling and provide interesting insights for further research as well as implications for public policy making.

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Color preference as a function of the object described

Cited by 54 publications

References 8 publications

Evoking premiumness: How color-product congruency influences premium evaluations

Evoking premiumness: How color-product congruency influences premium evaluations

Ecological influences on individual differences in color preference

Colour Me In – an empirical study on consumer responses to the traffic light signposting system in nutrition labelling

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