Colour associations and consumer product‐colour purchase decisions

This article describes a conceptual framework for understanding consumer product-colour purchase decisions. Building on previous work, new primary factor, colour association, is introduced. The purpose of this study to test whether consumers' colour-associations connect with their and colour-association affects intended used two research activities (a laboratory experiment an interview) methods (multiple choice 6-alternative-forced-choice multiple rank-order) investigate which participant would choose if asked select product when there range colours available. Participants were also provide reason finds that the stronger participant's preference colour, more likely they are in colour. data from interviews suggests that, some products tested, participants highly influenced by association one than other colours. updated factor could be decision factors influence product-purchase intentions absence personal preferences.