IDEAS home Printed from https://ideas.repec.org/a/gam/jmathe/v12y2024i14p2212-d1435597.html
   My bibliography  Save this article

Colour Choice as a Strategic Instrument in Neuromarketing

Author

Listed:
  • Andréia C. Müller

    (Department of Business Administration, University of Girona, C. Universitat de Girona 10, 17071 Girona, Spain)

  • Jaime Gil-Lafuente

    (Department of Business Administration, University of Barcelona, Av. Diagonal 690, 08034 Barcelona, Spain)

  • Joan Carles Ferrer-Comalat

    (Department of Business Administration, University of Girona, C. Universitat de Girona 10, 17071 Girona, Spain)

Abstract

Social relationships have been and are the basis for achieving objectives of all kinds, whether altruistic or lucrative. Among the aspects that make up non-verbal communication are physical appearance in general, clothing, and, in particular, colour combinations. In this article, we analyse whether colour combinations can be established in individuals’ clothing that maximise their chances of success for a specifically established social objective. To measure this objective, we use multivalent logics, which are characterised by their great flexibility and adaptability. Within the framework of fuzzy logic, we extract evaluations for various colours based on the judgements of experts, provided by recognised authors in the literature, and compare these with the results obtained in a survey conducted by the authors. For the purposes of contrast, we employ two instruments with accredited validity: Similarity by Direct Computation (SDC) and the Technique for Order Performance by Similarity to Ideal Solution (TOPSIS multicriteria method).

Suggested Citation

  • Andréia C. Müller & Jaime Gil-Lafuente & Joan Carles Ferrer-Comalat, 2024. "Colour Choice as a Strategic Instrument in Neuromarketing," Mathematics, MDPI, vol. 12(14), pages 1-20, July.
    • Handle: RePEc:gam:jmathe:v:12:y:2024:i:14:p:2212-:d:1435597
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2227-7390/12/14/2212/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2227-7390/12/14/2212/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. V. Liern & B. Pérez-Gladish, 2022. "Multiple criteria ranking method based on functional proximity index: un-weighted TOPSIS," Annals of Operations Research, Springer, vol. 311(2), pages 1099-1121, April.
    2. Sandra E. Parada & Olga Blasco-Blasco & Vicente Liern, 2019. "Adequacy Indicators Based on Pre-established Goals: An Implementation in a Colombian University," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 143(1), pages 1-24, May.
    3. Claudia Margarita Acuña-Soto & Vicente Liern & Blanca Pérez-Gladish, 2020. "Multiple criteria performance evaluation of YouTube mathematical educational videos by IS-TOPSIS," Operational Research, Springer, vol. 20(4), pages 2017-2039, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Olga Blasco-Blasco & Marina Liern-García & Aarón López-García & Sandra E. Parada-Rico, 2021. "An Academic Performance Indicator Using Flexible Multi-Criteria Methods," Mathematics, MDPI, vol. 9(19), pages 1-19, September.
    2. Tania, Fernández-García & Vicente, Liern & Blanca, Pérez-Gladish & Fernando, Rubiera-Morollón, 2022. "Measuring the territorial effort in research, development, and innovation from a multiple criteria approach: Application to the Spanish regions case," Technology in Society, Elsevier, vol. 70(C).
    3. Vicente Liern & Sandra E. Parada-Rico & Olga Blasco-Blasco, 2020. "Construction of Quality Indicators Based on Pre-Established Goals: Application to a Colombian Public University," Mathematics, MDPI, vol. 8(7), pages 1-23, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jmathe:v:12:y:2024:i:14:p:2212-:d:1435597. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.