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Research Based on Secondary Data into the Influence of Colours on the Online Consumer’s Behaviour

Author

Listed:
  • Giulia-Elena Zaharia

    (The Bucharest Academy of Economic Studies, Romania)

  • Ingrid Georgeta Apostol

    (The Bucharest Academy of Economic Studies, Romania)

Abstract

The current article presents the importance of colours in day-by-day life of online marketing. With the accelerating progress in science as well as information and technology, marketing is always changing. The neuroscience of colour in relation to customer conviction is one of the numerous topics studied in marketing. As a starting point, the paper opens with a brief theoretical presentation of the consumer behaviour as the central element of marketing, while in the second part, a study of colours is clarifying the link between them and the perception of the customers. A good reason for everything that follows is represented by the fact that colour is pervasive and a source of knowledge. The paper presents the level of importance that colours represents in everyday online marketing. Marketing is permanently changing with rapid advances in science, information and technology.

Suggested Citation

  • Giulia-Elena Zaharia & Ingrid Georgeta Apostol, 2023. "Research Based on Secondary Data into the Influence of Colours on the Online Consumer’s Behaviour," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 849-858, August.
    • Handle: RePEc:ovi:oviste:v:xxiii:y:2023:i:1:p:849-858
    as

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    File URL: https://stec.univ-ovidius.ro/html/anale/RO/2023-i1/Section%204/40.pdf
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    References listed on IDEAS

    as
    1. Belk, Russell W, 1975. "Situational Variables and Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 2(3), pages 157-164, December.
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    More about this item

    Keywords

    colours; consumer; online; marketing;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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