Does colour have an impact on consumers’ attitude and purchase intention?
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2022-01-21
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en
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This research looked into how colours have an impact on the customer’s attitude towards a product (i.e. chocolate packaging) and their purchase intention. A total number of 121 participants from indulgent and restrained cultures had to answer various questions through an online survey. The majority of the participants (56%) were from The Netherlands (Western, indulgent culture). An essay task was utilised to activate their cultural mindset. The participants had to write a short essay where they recalled an unplanned activity for which they either accomplished their wishes (indulgent trait) or had to restrain themselves (restrained trait). Results showed that there is a possible way to demonstrate that indulgent participants tend to have a higher purchase intention, in contrast to restrained participants. However, the recall task and colour groups did not influence the participant’s attitude towards the product.
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