The Influence of Color Perception on Marketing Decisions

Laimona Šliburytė; Ilona Skėrytė

doi:10.1515/mosr-2017-0010

.blurhash-client-img { display: none !important; }

The Influence of Color Perception on Marketing Decisions

Management of Organizations: Systematic Research

Volume 77 (2017): Issue 1 (June 2017)

By: Laimona Šliburytė and Ilona Skėrytė

Open Access

|Jul 2017

Abstract

The article examines colour (sight) marketing as one of the element of sensory marketing highlighting the importance of its perception and use in marketing decisions. Theoretical studies reveal that seeking to influence consumer behaviour, colour is used in setting linkages with characteristics of the product, as well as defining product packaging, advertising, point of sale, and brand communication.

References

1. Alsem, K. J., Kostelijk, E. (2008). Identity Based Marketing: A New Balanced Marketing Paradigm // European Journal of Marketing. Vol. 42, p. 907-914. doi: 10.1108/03090560810891064.
Open DOI Search in Google Scholar Back to article
2. Aslam, M. M. (2006). Are You Selling the Right Colour? A Cross‐Cultural Review of Colour as a Marketing Cue // Journal of Marketing Communications. Vol. 12, p. 15-30. doi: 10.1080/13527260500247827.
Open DOI Search in Google Scholar Back to article
3. Balaji, M. S., Raghavan, S., Jha, S. (2011). Role of Tactile and Visual Inputs in Product Evaluation: A Multisensory Perspective // Asia Pacific Journal of Marketing and Logistics. Vol. 23, p. 513-530. doi: 10.1108/13555851111165066.
Open DOI Search in Google Scholar Back to article
4. Cian, L., Cervai, S. (2011). The Multi-Sensory Sort (MuSeS): A New Projective Technique to Investigate and Improve the Brand Image // Qualitative Market Research: An International Journal. Vol. 14, p. 138-159. doi: 10.1108/13522751111120666.
Open DOI Search in Google Scholar Back to article
5. Ding, C. G., Tseng, T. H. (2015). On the Relationships among Brand Experience, Hedonic Emotions, and Brand Equity // European Journal of Marketing. Vol. 49, p. 994-1015. doi: 10. 1108/EJM-04-2013-0200.
Open DOI Search in Google Scholar Back to article
6. Ditoiu, M. C., Caruntu, A. L. (2014). Sensory Experiences Regarding Five-dimensional Brand Destination // Procedia-Social and Behavioral Sciences. Vol. 109, p. 301-306. doi: 10.1016/ j.sbspro.2013.12.461.
Open DOI Search in Google Scholar Back to article
7. Fugate, D. L. (2007). Neuromarketing: A Layman’s Look at Neuroscience and Its Potential Application to Marketing Practice // Journal of Consumer Marketing. Vol. 24, No. 7, p. 385-394. doi: 10.1108/07363760710834807.
Open DOI Search in Google Scholar Back to article
8. Funk, D., Ndubisi, N. O. (2006). Colour and Product Choice: A Study of Gender Roles // Management Research News. Vol. 29 (1/2), p. 41-52. doi: 10.1108/01409170610645439.
Open DOI Search in Google Scholar Back to article
9. Grewal, D., Krishnan, R., Baker, J., Borin, N. (1998). The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions // Journal of Retailing. Vol. 74, No. 3, p. 331-352. doi:10.1016/S00224359(99)80099-2.
Open DOI Search in Google Scholar Back to article
10. Gronroos, C. (2008). Service Logic Revisited: Who Creates Value? And Who Co‐creates? // European Business Review. Vol. 20, Issue 4, p. 298-314. doi: 10.1108/09555340810886585.
Open DOI Search in Google Scholar Back to article
11. Gupta, S. Vajic, M. (1999). The Contextual and Dialectical Nature of Experiences / In New Service Development: Creating Memorable Experiences, ed. J. Fitzimmons, M. Fitzimmons, p. 33-35. - Sage Publications, Inc.10.4135/9781452205564.n2
Search in Google Scholar Back to article
12. Hulten, B. (2011). Sensory Marketing: The Multi- sensory Brand-experience Concept // European Business Review. Vol. 23, No. 3, p. 256-273. doi: 10.1108/09555341111130245.
Open DOI Search in Google Scholar Back to article
13. Hulten, B., Broweus, N., Van Dijk, M. (2009).Sensory Marketing. - Palgrave Macmillan: Hampshire. 10.1057/9780230237049
Search in Google Scholar Back to article
14. Kareklas, I., Brunel, F. F., Coulter, R. A. (2014). Judgment Is Not Color Blind: The Impact of Automatic Color Preference on Product and Advertising Preferences // Journal of Consumer Psychology. Vol. 24, No. 1, p. 87-95. doi: 10. 1016/j.jcps.2013.09.005.
Open DOI Search in Google Scholar Back to article
15. Kaszubowski, R. (2004). How to Use Color in Food Packaging. Internet access: [accessed September 6, 2016].
Search in Google Scholar Back to article
16. Kauppinen-Raisanen, H., Luomala, H. T. (2010). Exploring Consumers’ Product-Specific Colour Meanings // Qualitative Market Research: An International Journal. Vol. 13, No. 3, p. 287-308. doi: 10.1108/13522751011053644.
Open DOI Search in Google Scholar Back to article
17. Kerfoot, S., Davies, B., Ward, P. (2003). Visual Merchandising and the Creation of Discernible Retail Brands // International Journal of Retail & Distribution Management. Vol. 31, No. 3, p. 143-152. doi: 10.1108/09590550310465521.
Open DOI Search in Google Scholar Back to article
18. Kosslyn, S. M., Thompson, W. L. (2003). When Is Early Visual Cortex Activated During Visual- mental Imagery? Theory and Meta-analysis // Psychological Bulletin. Vol. 129, No. 5, p. 723-746. doi: 10.1037/0033-2909.129.5.723.
Open DOI Search in Google Scholar Back to article
19. Kotler, P. (1973). Atmospherics as a Marketing Tool // Journal of Retailing. Vol. 49, No. 4, p. 48-64. Internet access: [accessed December 1, 2015].
Search in Google Scholar Back to article
20. Krishna, A., Schwarz, N. (2014). Sensory Marketing, Embodiment, and Grounded Cognition: A Review and Introduction // Journal of Consumer Psychology. Vol. 24, No. 2, p. 159-168. doi: 10.1016/j.jcps.2013.12.006
Open DOI Search in Google Scholar Back to article
21. Krishna, A., Cian, L., Sokolova, T. (2016). The Power of Sensory Marketing in Advertising // Current Opinion in Psychology. Vol. 10, p. 142-147. doi: 10.1016/j.copsyc.2016.01.007.
Open DOI Search in Google Scholar Back to article
22. Labrecque, L. I., Patrick, V. M., Milne, G. R. (2013). The Marketers’ Prismatic Palette: A Review of Color Research and Future Directions // Psychology & Marketing. Vol. 30, No. 2, p. 187-202. doi:10.1002/mar.20597.
Open DOI Search in Google Scholar Back to article
23. Leigh, T. W., Peters, C., Shelton, J. (2006). The Consumer Quest for Authenticity: The Multiplicity of Meanings within the MG Subculture of Consumption // Journal of the Academy of Marketing Science. Vol. 34, No. 4, p. 481-493. doi: 10.1177/0092070306288403.
Open DOI Search in Google Scholar Back to article
24. Lindstrom, M. (2010). Brand Sense: Sensory Secrets Behind the Stuff We Buy. - Free Press.
Search in Google Scholar Back to article
25. Madden, T. J., Hewett, K., Roth, M. S. (2000). Managing Images in Different Cultures: A Cross- National Study of Color Meanings and Preferences // Journal of International Marketing. Vol. 8, No. 4, p. 90-107. doi: 10.1509/jimk.8.4.90. 19795.
Open DOI Search in Google Scholar Back to article
26. Mayers, D. G. (2000). Psichologija. - Kaunas: Poligrafija ir informatika.
Search in Google Scholar Back to article
27. Moser, M. (2013). United We Brand: How to Create a Cohesive Brand That’s Seen, Heard, and Remembered. - Boston, MA: Harvard Business Press.
Search in Google Scholar Back to article
28. Ou, L. C., Luo, M. R., Woodcock, A., Wright, A. (2004). A Study of Colour Emotion and Colour Preference. Part I: Colour Emotions for Single Colours // Colour Research & Application. Vol. 29, No. 3, p. 232-240. doi: 10.1002/col.20010.
Open DOI Search in Google Scholar Back to article
29. Šimoliūnas, V. (2004). Logotipai. - Šiaulių universitetoleidykla.
Search in Google Scholar Back to article
30. Stoll, M., Baecke, S., Kenning, P. (2008). What They See Is What They Get? An fMRI-study on Neural Correlates of Attractive Packaging // Journal of Consumer Behaviour. Vol. 7, No. 4-5, p. 342-359. doi: 10.1002/cb.25.
Open DOI Search in Google Scholar Back to article

Articles in this issue

DOI: https://doi.org/10.1515/mosr-2017-0010 | Journal eISSN: 2335-8750 | Journal ISSN: 1392-1142

Journal RSS Feed

Language: English

Page range: 169 - 184

Submitted on: Nov 9, 2016

Accepted on: May 30, 2017

Published on: Jul 1, 2017

Published by: Vytautas Magnus University, Faculty of Economics and Management

In partnership with: Paradigm Publishing Services

Publication frequency: 2 issues per year

Keywords:

sensory marketing,

colour perception,

colour perception influencing factors,

colour perception in marketing decisions

Related subjects:

Business and economics,

Business management,

Marketing, sales, customer relations,

Management, organization, corporate governance,

Business development, change management, cooperation,

Human resources, labor practice, job and career

© 2017 Laimona Šliburytė, Ilona Skėrytė, published by Vytautas Magnus University, Faculty of Economics and Management
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Volume 77 (2017): Issue 1 (June 2017)