Exciting red and competent blue: the importance of color in marketing
Exciting red and competent blue: the importance of color in marketing
复制标题
DOI：
10.1007/s11747-010-0245-y
复制
发表时间：
2012-09-01
影响因子：
18.2
通讯作者：
Milne, George R.
中科院分区：
文献类型：
--
作者：
Labrecque, Lauren I.;Milne, George R.
从饮料到消费电子产品，营销人员正在以创新的方式使用颜色。尽管如此，很少有学术研究调查颜色在营销中的作用。本文通过四项研究探讨了色彩如何影响消费者的感知。作者提供了一个框架和经验证据，借鉴了美学，色彩心理学和联想学习的研究，将色调映射到品牌个性维度（研究1），并研究了饱和度和价值对放大品牌个性特质的作用（研究2）。作者还展示了营销人员如何策略性地使用颜色来改变品牌个性和购买意图（研究3），以及颜色如何影响品牌的可爱性和熟悉度（研究4）。结果强调了认识到颜色在形成消费者品牌认知中的影响的重要性。
From beverages to consumer electronics, marketers are using color in innovative ways. Despite this, little academic research has investigated the role that color plays in marketing. This paper examines how color affects consumer perceptions through a series of four studies. The authors provide a framework and empirical evidence that draws on research in aesthetics, color psychology, and associative learning to map hues onto brand personality dimensions (Study 1), as well as examine the roles of saturation and value for amplifying brand personality traits (Study 2). The authors also demonstrate how marketers can strategically use color to alter brand personality and purchase intent (Study 3), and how color influences the likability and familiarity of a brand (Study 4). The results underscore the importance of recognizing the impact of color in forming consumer brand perceptions.