Does colour have an impact on consumers’ attitude and purchase intention?
| dc.contributor.advisor | Sadowski, S. | |
| dc.contributor.advisor | Faro, L. | |
| dc.contributor.author | Cosariu, A.E. | |
| dc.date.issued | 2022-01-21 | |
| dc.description.abstract | 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. | |
| dc.identifier.uri | https://theses.ubn.ru.nl/handle/123456789/14347 | |
| dc.language.iso | en | |
| dc.thesis.faculty | Faculteit der Letteren | |
| dc.thesis.specialisation | specialisations::Faculteit der Letteren::Bachelor Communicatie- en Informatiewetenschappen::International Business Communication | |
| dc.thesis.studyprogramme | studyprogrammes::Faculteit der Letteren::Bachelor Communicatie- en Informatiewetenschappen | |
| dc.thesis.type | Bachelor | |
| dc.title | Does colour have an impact on consumers’ attitude and purchase intention? |
Files
Original bundle
1 - 1 of 1
No Thumbnail Available
- Name:
- Cosariu, Alexandra 1003903-Bachelor thesis.pdf
- Size:
- 462.13 KB
- Format:
- Adobe Portable Document Format