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Color associations in relation to context: A quantitative study concerning whether or not colors are contextually dependent/independent.
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).ORCID-id: 0000-0001-7221-4225
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).ORCID-id: 0000-0002-0568-4072
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).ORCID-id: 0000-0002-2286-5254
2013 (engelsk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

Background: Knowledge about consumers color preferences is important for marketers to be able to reach out with attractive product offerings to consumers. To determine the color that appeals to consumers, marketers have used color consultants. Associative to learning can help marketers better understand the evolution of color preferences.

Purpose: The purpose of this study was to assess the contextual independence/dependence of consumers associations of colors.

Findings: The result showed that color associations were dependent of the context. The two hypotheses, the association to the blue/black color on context is different compared to the general and symbolic associations to the color blue/black are not rejected. This means that the color associations depend on context. 

sted, utgiver, år, opplag, sider
2013.
Serie
Acta Wexionensia, ISSN 1404-4307Arbetsrapporter inom Gavra-projektet
Emneord [en]
Color preferences, context, association, blue color, black color, toothpaste and sensory marketing.
HSV kategori
Identifikatorer
URN: urn:nbn:se:lnu:diva-26758OAI: oai:DiVA.org:lnu-26758DiVA, id: diva2:630267
Utdanningsprogram
Marketing Programme, 180 credits
Examiner
Tilgjengelig fra: 2013-06-18 Laget: 2013-06-18 Sist oppdatert: 2014-02-10bibliografisk kontrollert

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Al-Shaaban, SarahWallin, EmmySjöqvist, Sarah
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RefereraExporteraLink to record
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  • harvard1
  • ieee
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  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
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  • html
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  • asciidoc
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