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Color associations in relation to context: A quantitative study concerning whether or not colors are contextually dependent/independent.
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0001-7221-4225
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0002-0568-4072
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0002-2286-5254
2013 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
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. 

Place, publisher, year, edition, pages
2013.
Series
Acta Wexionensia, ISSN 1404-4307Arbetsrapporter inom Gavra-projektet
Keyword [en]
Color preferences, context, association, blue color, black color, toothpaste and sensory marketing.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-26758OAI: oai:DiVA.org:lnu-26758DiVA: diva2:630267
Educational program
Marketing Programme, 180 credits
Examiners
Available from: 2013-06-18 Created: 2013-06-18 Last updated: 2014-02-10Bibliographically approved

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Al-Shaaban, SarahWallin, EmmySjöqvist, Sarah
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf