I. Introduction II.

Review of Related Literature The present study focuses on how consumers perceive the price of soap products based on color and packaging as visual factors. The studies showing how consumers interpret these stimuli and give meaning with it (by anticipating what the price of a certain product is) are discussed in this literature review. Previous studies have shown that (insert here what we have discovered after reading all of our sources) What can we say about the information that we have discovered? (pero hindi naman yung parang essay na pacute) A. B. C. D. Consumer Behavior Consumers Response to Packaging Consumers Response to Color Consumers Purchase Intention (not sure kung dapat ba to isali kasi malamang ang pipiliin yung mura)

Solomon, M. R. 1996. Consumer Behavior 3rd Edition. New Jersey: Prentice Hall International Consumers are never far from advertisements, product packages, radio and television commercials, and billboards that clamor for their attention (Solomon, 1996, p.55) Perception is where sensations are absorbed by the consumer and used to interpret the surrounding world (Solomon, 1996, p.35) Interpretation - the stimuli that are noticed by the consumer are organized and assigned meaning (Solomon, 1996, p.36) *Vision Marketers rely heavily on visual elements in advertising, store design, and packaging (Solomon, 1996, p.36) A picture is worth a thousand words (Bonaparte 1769 - 1821) The visual elements of a marketing message often speak volumes about a products attributes. Meanings are communicated on the visual channel through a products size, styling, brightness, and distinctiveness (Solomon, 1996, p.60) Colors are rich in symbolic value and cultural meanings. (Solomon, 1996, p.60)

Evidence suggests that (particularly red) can create feelings of arousal in viewers, while others (such as blue) are more relaxing. (Solomon, 1996, p.60) The power of colors to evoke good and bad feelings makes this an important consideration in the design of advertising. (Solomon, 1996, p.60) an example showed in the book: products presented against a backdrop of red have been found to be liked less than ads with a blue background. *Symbolic Interactionism people exist in a symbolic environment and the meaning attached to any situation or object is determined by the interpretation of these symbols (Solomon, 1996, p.230) As members of society, we learn to agree on shared meanings. Thus we know that a red light means stop, the golden arches means fast food... (Solomon, 1996, p.230)

Moore, R. S. et. al. 2005. Banner Advertiser Web Site Context Congruity and Color Effects on Attention and Attitudes. Journal of Advertising, vol. 4, no. 2 (Summer 2005), pp. 71-84. Ad research indicates that color meanings and preferences are not consistent across cultures (Madden, Hewett, and Roth 2000, as cited in Moore, Stammerjohan, and Coulter 2005) warm colors (e.g., red) generate more arousal and attention than cool colors (e.g., blue) (Birren 1978; Schaie and Heiss 1964, as cited in Moore, Stammerjohan, and Coulter 2005) cool colors elicit greater relaxation and pleasure than warm colors (Guilford and Smith 1959; Jacobs and Seuss 1975, as cited in Moore, Stammerjohan, and Coulter 2005) Pires Goncalves, R. 2008. Consumer Behavior: Product Characteristics and Quality Perception. Retrieved from: http://mpra.ub.uni-muenchen.de/11142/