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Abstract
Neuromarketing, a rapidly expanding field, utilizes brain-based techniques to understand and shape consumer behavior. Recently, there has been a surge in the popularity of neuromarketing techniques, supported by research indicating their substantial impact on consumer behavior. Notably, color psychology has emerged as a prominent area within neuromarketing. This study aimed to investigate the relationship between color psychology and its impact on consumer behavior among business students of a university in Cebu City. A quantitative correlational approach was employed, and data were collected from business students responding to Likert survey questionnaires distributed electronically. To achieve the study objectives, descriptive analysis and Pearson's Correlation Coefficient were used to ensure a comprehensive evaluation of the data. The findings revealed a high level of awareness among the respondents, with "Pink" and "White" colors demonstrating strong associations. In contrast, "Purple" and "Brown" colors exhibited lower influence. Further analysis demonstrated significant relationships between the perceived level of color psychology in advertising, awareness level, and consumer buying behavior. The study established a strong positive correlation between color preferences, awareness levels, brand recall, and consumer behavior among business students.
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This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
Niere, M. I., Bustamante, J. R. B., Bacaltos, M. S., Arceo, R. A. B., & Bigno, H. (2024). Influence of Color Psychology on Consumer Behavior among Business Students . International Journal of Multidisciplinary: Applied Business and Education Research, 5(3), 848-862. https://doi.org/10.11594/ijmaber.05.03.10
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Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing science, 25(6), 740-759.
Kumar, J. S. (2017). The Psychology of Col-our Influences Consumers’ Buying Behav-iour – A Diagnostic Study. USHUS Journal of Business Management, 16(4), 1–13. https://doi.org/10.12725/ujbm.41.1
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Rathee, R., & Rajain, P. (2019). Role Col-our Plays in Influencing Consumer Behav-iour. International Research Journal of Business Studies, 12(3), 209–222. https://doi.org/10.21632/irjbs.12.3.209-222
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Singh, Dishita. (2024). COLOR PSYCHOLOGY AND ITS INFLUENCE ON CONSUMER BUYER BEHAVIOR WITH SPECIAL REF-ERENCE TO FOOD INDUSTRY. https://www.researchgate.net/publication/377384170_COLOR_PSYCHOLOGY_AND_ITS_INFLUENCE_ON_CONSUMER_BUYER_BEHAVIOR_WITH_SPECIAL_REFERENCE_TO_FOOD_INDUSTRY/citations
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Steenkamp, J.-B. E. M., & Baumgartner, H. (1998). Assessing measurement invar-iance in cross-national consumer re-search. Journal of Consumer Research, 25(1), 78-90. https://doi.org/10.1086/209528
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Wilson, A. D., & Golonka, S. (2013). Embod-ied cognition is not what you think it is. Frontiers in psychology, 4, 58. https://www.researchgate.net/publication/235621681_Embodied_Cognition_is_Not_What_You_Think_It_Is?_tp=eyJjb250ZXh0Ijp7ImZpcnN0UGFnZSI6InByb2ZpbGUiLCJwYWdlI-joic2VhcmNoIiwicG9zaXRpb24iOiJwYWdlSGVhZGVyIn19
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Ajzen, I. (1991). The theory of planned behavior. Organizational behav-ior and human decision processes, 50(2), 179-211. https://www.researchgate.net/publication/308058706_The_theory_of_planned_behav-ior_organizational_behavior_and_human_deci-si-on_processes?_tp=eyJjb250ZXh0Ijp7ImZpcnN0UGFnZSI6InByb2ZpbGUiLCJwYWdlIjoic2VhcmNoIiwicG9zaXRpb24iOiJwYWdlSGVhZGVyIn19
Babolhavaeji, M., Vakilian, M. A., & Slambolchi, A. (2015). The role of product color in consumer behavior. Advanced social hu-manities and management, 2(1), 9-15.
Bagchi, R., & Cheema, A. (2013). The Effect of Red Background Color on Willingness-to-Pay: The Moderating Role of Selling Mechanism. Journal of Consumer Re-search, 947-960. https://doi.org/10.1086/666466
Belch G. E. & Belch M. A. (2017). Advertising and Promotion: An Integrated Marketing Communication Perspective (11th ed.). McGraw-Hill Higher Education.
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Buil, I., de Chernatony, L., & Martínez, E. (2013). Examining the role of advertis-ing and sales promotions in brand equity creation. Journal of business research, 66(1), 115-122.
Cabaguing, J. M., Lacaba, T. V. G., & Nicart , A. G. (2023). Consumers Psychographic In-tention and Purchasing Behavior: A Mar-keting Framework for Local Tourism Products. International Journal of Multi-disciplinary: Applied Business and Educa-tion Research, 4(1), 188-198. https://doi.org/10.11594/ijmaber.04.01.17
Casas, M. C., & Chinoperekweyi, J. (2019). Col-or psychology and its influence on con-sumer buying behavior: A case of apparel products. Saudi Journal of Business and Management Studies, 4(5), 441-456. https://saudijournals.com/media/articles/SJBMS_45_441-456.pdf
Chen. (2022, November 30). Neuroeconom-ics. Investopedia.https://www.investopedia.com/terms/n/neuroeconomics.asp#:~:text=Neuroeconomics%20is%20the%20application%20of,during%2C%20and%20after%20economic%20choices.
Clark, J. H., & Paivio, A. (1991). Dual cod-ing theory and education. Educational Psychology Review, 3(3), 149–210. https://doi.org/10.1007/bf01320076
COLOR RESEARCH AND APPLICATION. (2023). COLOR RESEARCH AND APPLI-CATION, 1520–6378. https://mjl.clarivate.com/journal-profile
Cugelman, B. Cugeman, R. et al. (2020). Color Psychology. AlterSpark.Engel, J. F., Blackwell, R. D., & Miniard,
Elliot, A., & Maier, M. (2014). Col-or psychology: Effects of perceiving color on psychological functioning in humans. Annual Review of Psychology, 69, 1- 27. https://doi.org/10.1146/annurev-psych-010213-115035
EunYoung, K., & In-Ho, J. (2021). Individual differences in colour perception: The role of low-saturated and complementary colours in ambiguous images. iPercep-tion, 12(6), 1-11. https://doi.org/10.1177/20416695211055767
Eysenck, M. W., & Calvo, M. G. (1992).Anxiety and performance: The processing effi-ciency theory. Cognition & Emotion, 6(6), 409-434. https://doi.org/10.1080/02699939208409696
Fairchild, M. D. (2013). Color appear-ance models. NY: Wiley Press. Kotler, P., Keller, K. L., Ang, S. H., Leong,
Glen, S. (2023, March 9). Correla-tion Coefficient: Simple Definition, For-mula, Easy Steps. statisticshow-to.com.https://www.statisticshowto.com/probabilityand-statistics/correlation-coefficient-formula
Gofman, A., Moskowitz, H. R., & Mets, T. (2010). Accelerating structured 47 consumer-driven package design. Journal of Consumer Marketing, 27(2), 157-168.
Hung, P.-S., & Guan, S.-S. (2010). Influences of psychological factors on image color pref-erences evaluation. Color Research & Ap-plication, 35(6), 461-472. https://onlinelibrary.wiley.com/doi/10.1002/col.20570
Hunjet, A., & Vuk, S. (2017). The psychological impact of colors in marketing. Interna-tional Journal of Vallis Aurea, 3(2), 4-37. http://journal.vallisaurea.org/wp-con-tent/uploads/2018/01/4_THE_PSYCHOLOGI-CAL_IMPACT_OF_COLORS_IN_MARKETING_za_tisak.pdf
Hurlbert, A. C., & Ling, Y. (2017). Understanding colour perception and preference. Journal of Vision, 17(5), 4-4.
Journal of Economic and Psychology. (n.d.). Journal of Economic and Psychology, 1872–7719. https://www.sciencedirect.com/journal/journal-of-economic-psychology/about/insights
Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing science, 25(6), 740-759.
Kumar, J. S. (2017). The Psychology of Col-our Influences Consumers’ Buying Behav-iour – A Diagnostic Study. USHUS Journal of Business Management, 16(4), 1–13. https://doi.org/10.12725/ujbm.41.1
Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: The importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711-727. https://doi.org/10.1007/s11747-010-0245-y
Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is “neuromarketing”? A discussion and agenda for future re-search. International Journal of Psycho-physiology, 63(2), 199-204. https://doi.org/10.1016/j.ijpsycho.2006.03.007
Lischer. (n.d.). Color Psychology in Branding: The Persuasive Power of Color. Ignyte. https://www.ignytebrands.com/the-psychology-of-color-in-branding/
Lotto, R. B., & Purves, D. (2002). The empiri-cal basis of color perception. Conscious-ness and Cognition, 11(4), 609–629. https://doi.org/10.1016/s1053-8100(02)00014-4
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psycholo-gy. Cambridge, MA: MIT Press.
Morin, C. (2011). Neuromarketing: The new science of consumer behavior. Socie-ty, 48(2), 131-135.
OPEXResources. (2019, May 14). Interpret-ing the Pearson Coefficient - OPEX Re-sources. OPEX Resources. https://opexresources.com/interpretingpearson-coefficient/
P. W. (2006). Consumer behavior. Mason, Ohio: South-Western Pub.
Plassmann, H., Ramsøy, T. Z., & Milosavljevic, M. (2012). Branding the brain: A 48 criti-cal review and outlook. Journal of Con-sumer Psychology, 22(1), 18-36.
Rathee, R., & Rajain, P. (2019). Role Col-our Plays in Influencing Consumer Behav-iour. International Research Journal of Business Studies, 12(3), 209–222. https://doi.org/10.21632/irjbs.12.3.209-222
Ren, L., & Chen, Y.-Y. (2018). Influence of color perception on consumer behavior. In Ad-vances in Intelligent Systems and Compu-ting (Vol. 726, pp. 252-262). Springer. https://dx.doi.org/10.1007/978-3-319-91716-0_32
Rendon Alin, Alex & Vera, Carlos. (2023). The psychology of color in brand packaging. Journal of business and entrepreneurial studie. 7. 10.37956/jbes.v7i4.353. https://www.researchgate.net/publication/374972545_The_psychology_of_color_in_brand_packaging
Reuter, M. & Montag, C. (2016). Neuroeconomics: Studies in Neuroscience, Psychology and Behav-ioral Economics. Springer, 1-510.
Rhodes, P. A., & Duan, Y. (2018). The influence of color on impulsiveness and arousal: Part 1 – Hue. Color Research & Applica-tion, 43(4), 555-570. https://onlinelibrary.wiley.com/doi/10.1002/col.22201
S. M., & Tan, C. T. (2013). Marketing manage-ment: An Asian perspective. Pearson Ed-ucation South Asia.
Singh, Dishita. (2024). COLOR PSYCHOLOGY AND ITS INFLUENCE ON CONSUMER BUYER BEHAVIOR WITH SPECIAL REF-ERENCE TO FOOD INDUSTRY. https://www.researchgate.net/publication/377384170_COLOR_PSYCHOLOGY_AND_ITS_INFLUENCE_ON_CONSUMER_BUYER_BEHAVIOR_WITH_SPECIAL_REFERENCE_TO_FOOD_INDUSTRY/citations
Six Sigma Development Solutions, Inc. (2021b, July 8). Correlation Coefficient - lean six sigma glossary term. Sixsigma DSI. https://sixsigmadsi.com/glossary/correlation-coefficient/?fbclid=IwAR17-IeD024A8CYVjOV5zZo9u9vEGpG_BUFPhooY7Uf-4O-rUxbwOkB5OuM
Steenkamp, J.-B. E. M., & Baumgartner, H. (1998). Assessing measurement invar-iance in cross-national consumer re-search. Journal of Consumer Research, 25(1), 78-90. https://doi.org/10.1086/209528
Team, W. (2023b, December 11). Sample size Formula. WallStreetMojo. https://www.wallstreetmojo.com/sample-size-formula/?fbclid=IwAR0bBi6AgG9sQs038-tRFJI4T-doBTasjjejdpCheHeBI-_IeMy_fSuZdT0
Wagdi, O., & Sayed, S. (2023). An analytical study of the work environment in indus-trial companies: Evidence from Arab countries. Cogent Social Sciences, 9(1).https://doi.org/10.1080/23311886.2023.2175489
What is neuromarketing? Definition & exam-ples. (n.d.). Customer Experience. Re-trieved February 27, 2024, from https://www.techtarget.com/searchcustomerexperi-ence/definition/neuromarketing
Wilson, A. D., & Golonka, S. (2013). Embod-ied cognition is not what you think it is. Frontiers in psychology, 4, 58. https://www.researchgate.net/publication/235621681_Embodied_Cognition_is_Not_What_You_Think_It_Is?_tp=eyJjb250ZXh0Ijp7ImZpcnN0UGFnZSI6InByb2ZpbGUiLCJwYWdlI-joic2VhcmNoIiwicG9zaXRpb24iOiJwYWdlSGVhZGVyIn19
Yturralde, C. C., & Lazatin, W. D. (2022). Con-sumers’ Impulse Buying Behaviors Vis-à-vis Visual Merchandising in Selected Malls in Pampanga. International Journal of Multidisciplinary: Applied Business and Education Research, 3(4), 556–570. https://doi.org/10.11594/ijmaber.03.04.08