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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
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    References listed on IDEAS

    as
    1. 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.
    2. 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.
    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.
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