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Influence Of Colors On Consumer Behavior “Conceptual And Theoretical Approaches”

Author

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  • AMEL ARABI

    (FACULTY OF ECONOMICS AND BUSINESS ADMINISTRATION, DEPARTMENT OF MARKETING, WEST UNIVERSITY OF TIMISOARA, ROMANIA)

Abstract

Design and in particular its color is often evoked by the consumer as a reason justifying the desire or not to consume the offered product. Colors are considered as a dominant component of design. They are one of the most immediate ways to deliver messages. Indeed, studies have shown that color can retain attention, affect consumer perception, stimulate emotional responses, and improve learning. This paper reviews the literature concerning the impact of colors of design on consumer behavior towards products. The review of several studies on colors and consumer behavior are meant to explain some authors' empirical works done and related issues that arise from such studies. We proposed a conceptual model and some hypotheses of research, which will constitute the basis for a quantitative research on a multicultural sample. Findings of the study are that marketers can use colors to differentiate products from competitors, increase appetite, enhance mood and form attitudes, among others.

Suggested Citation

  • Amel Arabi, 2017. "Influence Of Colors On Consumer Behavior “Conceptual And Theoretical Approaches”," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 3, pages 163-170, June.
    • Handle: RePEc:cbu:jrnlec:y:2017:v:3:p:163-170
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    References listed on IDEAS

    as
    1. Olivier Droulers & Bernard Roullet, 2005. "Pharmaceutical Packaging Color and Drug Expectancy," Post-Print halshs-00078563, HAL.
    2. Bernard Roullet & N. Ben Dahmane Mouelhi & Olivier Droulers, 2003. "Impact de la couleur de fond sur les croyances envers le produit: une approche multi-culturelle," Post-Print halshs-00077435, HAL.
    3. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
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