Colour and product choice: a study of gender roles

The results show that gender moderates the impact of colour significance, attitude towards colour, colour attractiveness, and colour preferences on choice.Research limitations/implicationsLimited by the fact that the study was undertaken in one country.Practical implicationsTo help marketers exploit gender differences through use of colour.Originality/valueThere has been little research on colour in marketing in the past

Debby Funk; Nelson Oly Ndubisi

2006

Scholarcy highlights

  • Research in to how colour can stimulate interest and subsequently increase the appeal power of products
  • A total of 196 consumers randomly selected from a mall intercept exercise responded to the questionnaire
  • Shows that attitude towards colour, colour attractiveness, normative colour, and colour preferences are significantly associated with product choice
  • The results show that gender moderates the impact of colour significance, attitude towards colour, colour attractiveness, and colour preferences on choice
  • There has been little research on colour in marketing in the past

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