The Impact of Colour on Consumer Buying Decision
Title : ‘The Impact of Colour on Consumer Buying Decision’
Abstract
This paper describes a study in the Marketing Psychological Influences on the Buying Decision Process. Especially how colour can make influence in the Consumer Buying Decision. Colour can dramatically affect moods, feelings and emotions. It is a powerful communication tool and can be used to signal action, influence mood and cause psychological reactions. Building on Grice’s (1975)theory of “conventional implicature”, the consumers react favourably to unusual colours or flavour names (e.g., blue haze or Alpine Snow) because they are essentially assuming that the market convey some useful information. Specifically, since consumers cannot interpret the literal meaning of the ambiguous label, they focus on what they assume is the pragmatic or underlying meaning or reason for the communication effort. Since consumers believe that packaging or advertising would only provide positive information, they make positive attributions about the brand based on the ambiguous descriptions. The purpose of this paper was to investigate empirically associations with Psychological effect in Marketing Especially in Consumer Buying Decision. According to Marketing Express psychological influences determines people’s general behaviour and influence their behaviour as consumers. The main psychological influences on consumer behaviour are perception, motives, learning, attitudes, personality, self-concept and lifestyles.
‘Colours, like features, follow the changes of the emotions’ – Pablo Picasso.
Introduction
Some consumers have a tendency to be especially involved in the marketplace. They acquire information about many kinds of products, places to shop, and other facets of the market and they engage in many product related conversations with other consumers to share their knowledge. But the Smart Shopper, it is not that easy to persuade to actually buy something. There is the science behind how the products are
Abstract
This paper describes a study in the Marketing Psychological Influences on the Buying Decision Process. Especially how colour can make influence in the Consumer Buying Decision. Colour can dramatically affect moods, feelings and emotions. It is a powerful communication tool and can be used to signal action, influence mood and cause psychological reactions. Building on Grice’s (1975)theory of “conventional implicature”, the consumers react favourably to unusual colours or flavour names (e.g., blue haze or Alpine Snow) because they are essentially assuming that the market convey some useful information. Specifically, since consumers cannot interpret the literal meaning of the ambiguous label, they focus on what they assume is the pragmatic or underlying meaning or reason for the communication effort. Since consumers believe that packaging or advertising would only provide positive information, they make positive attributions about the brand based on the ambiguous descriptions. The purpose of this paper was to investigate empirically associations with Psychological effect in Marketing Especially in Consumer Buying Decision. According to Marketing Express psychological influences determines people’s general behaviour and influence their behaviour as consumers. The main psychological influences on consumer behaviour are perception, motives, learning, attitudes, personality, self-concept and lifestyles.
‘Colours, like features, follow the changes of the emotions’ – Pablo Picasso.
Introduction
Some consumers have a tendency to be especially involved in the marketplace. They acquire information about many kinds of products, places to shop, and other facets of the market and they engage in many product related conversations with other consumers to share their knowledge. But the Smart Shopper, it is not that easy to persuade to actually buy something. There is the science behind how the products are