The effects of colour-product congruence and incongruence on product evaluation among Dutch and German consumers.
Consumers often associate packaging colours with a certain product flavour. . Little is known about the role culture plays in regard to cross-modal correspondences for culture specific product-colour associations, and the potential roles attitudes to novelty and personal colour preferences might play. Therefore, this study was conducted to assess how packaging colour-product congruence/incongruence could affect product evaluations (tastiness, purchase intention & product attitude) across two different consumer groups: Dutch (n = 108) and German (n = 99) (mixed-design). Attitude to ‘novelty’ and potential colour biases were also evaluated as they might affect the results. Overall, the results revealed that consumers liked a product less when the packaging colour was incongruent with the colour typical for their own country. Finally, Dutch consumers were more open to 'novelty' products; however, personal colour preferences did not play a role.
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