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To cite this document: Randi Priluck Grossman, Joseph Z. Wisenblit, (1999),"What we know about consumers' color choices", Journal
of Marketing Practice: Applied Marketing Science, Vol. 5 Iss: 3 pp. 78 - 88
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JMP:
AMS What we know about
5,3 consumers color choices
Randi Priluck Grossman
78 Seton Hall University, South Orange, New Jersey, USA, and
Joseph Z. Wisenblit
Seton Hall University, South Orange, New Jersey, USA
Marketing implications
The associative learning framework provides an explanation for a variety of the
effects noted in the color research literature. Consumers learn color
associations, which lead them to then prefer certain colors for certain product
categories. People in different cultures are exposed to different associations and
develop color preferences based on their own cultures associations. Marketers
can use this knowledge in a number of different ways. First, they can identify
the associations that consumers have formulated for their product category and
attempt to match appropriate colors. This may be more effective for high
involvement products, which are accompanied by social risk and may have
higher levels of social conformity. With low involvement products consumers
may be more risky in their color choices and marketers may have the most
opportunity to create associations of their own. This aspect of associative
learning is of most importance to marketers who can choose the colors they
want associated with their products and, by using associative learning
mechanisms in promotional activities, can create the desired associations.
Marketers should consider their products color, the color of packaging and any
colors that are associated with the product in advertising, as part of their
marketing strategy. These factors are well within the control of the marketer.
Color meanings can also be created by marketers by pairing color with images in
advertising that represent the qualities of the brand. Using color as a cue can be a
potentially strong association, particularly when it is unique to a particular
brand. However, even when firms share a color, consumers may develop a
different set of associations based on the product because color is context specific.
Firms may desire to use color as a point of differentiation and a trademark can
help protect a brands proprietary color and its related associations.
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