Scented Colours: The Influence of Product-Colour Congruity in the Netherlands and Bulgaria on Appreciation, Intentions and Attitudes.
As Covid-19 changed the lives of billions around the world, online shopping became paramount. Prior research has looked at colour associations across cultures. However, there has not been a strong explanation found for the reason why cultures differ in their responses to crossmodal associations. Therefore, the present study investigated how the associations between products and their colours in the Netherlands and Bulgaria influenced marketing-relevant variables. Participants were presented with several ads of (in)congruent colour-product combinations such as chamomile shampoo with different colours. The study had a mixed experimental design through which data from 74 people were collected. The results showed that the Dutch had higher odour appreciation when viewing congruent (e.g., a chamomile shampoo bottle with beige colour), and incongruent for Netherlands (e.g., a chamomile shampoo bottle with blue colour) product-colour combinations in comparison to viewing congruent for Bulgaria product-colour combinations (e.g., a chamomile shampoo bottle with yellow colour).
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