The effects of colour-product congruence and incongruence on product evaluation among Dutch and German consumers.

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dc.contributor.advisorSpeed, L.J.
dc.contributor.advisorStarren, M.B.P.
dc.contributor.authorSnyders, E.M.D.
dc.date.issued2020-07-09
dc.description.abstractConsumers 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.en_US
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/9808
dc.language.isoenen_US
dc.thesis.facultyFaculteit der Letterenen_US
dc.thesis.specialisationInternational Business Communicationen_US
dc.thesis.studyprogrammeMaster Communicatie- en informatiewetenschappenen_US
dc.thesis.typeMasteren_US
dc.titleThe effects of colour-product congruence and incongruence on product evaluation among Dutch and German consumers.en_US
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