美国管理学论文代写-颜色对消费者行为的影响

本文主要讲述的是颜色对消费者行为的影响,考虑一个关键的元素在克拉克的研究& Honeycutt(2000)是研究人员表明,不仅仅是文化心理,会影响基于广告的成功,也是国家广告提出了,个人看法等等。还有一个因素,当涉及到对颜色感知的理解时,应该考虑的是销售的产品和人口本身。过去进行的研究强调了颜色是如何根据对颜色的感知而产生高参与度和低参与度的,但是考虑到人口统计学的感知,这项研究可以进一步扩展。例如,在对青少年的研究中发现,女性可能喜欢柔和的颜色,而她们的同龄人可能更喜欢明亮的颜色而不是柔和的颜色。本篇美国管理学论文代写文章由美国论文通AssignmentPass辅导网整理,供大家参考阅读。

A pivotal element to consider in the research of Clarke & Honeycutt (2000) is how the researchers show that it is not just culture based psychographics that will have an influence on the success of the advertisements, but also the country where the advertisement is presented in, the individual perceptions and more. Yet another factor that should be considered when it comes to the understanding of the perception of color is that of the product sold and the demographic itself. Research studies that have been conducted in the past highlight how color would create high and low involvement based on the perception of color, but in considering the perception of demographic, the study could be broadened more. For instance, in studies on teenagers, it was found that females might like soft colors when compared to their counterparts who might prefer much brighter colors to soft colors.
Also in studies, it has been established that females might be more likely to have a favorite color (Khouw, 2003). Having a favorite color would change how the perception would be on the issue of advertisement and their appeals. So an advertisement would have to do much more than just a color when they have to attract such teenagers having a favorite color. As the product that the teenager buys also varies it can be said that the colors for packaging and advertisement representation would also vary. Studies show that teenagers might buy more clothing compared to that of male teens that would end up buying more video games. So the advertisements would have to be aware of the packaging (in the case of video games) and the product (in the case of clothing) color and then make recommendations based on the same. Also people from different ethnicities might view colors differently. People from different educational background might view colors differently and these changes will all have to be understood in context (Madden et al, 2000).
In conclusion, the literature review attempted to identify different themes in existing literature studies on the subject of how color representations in packaging and advertisements would have an effect on consumer purchase decisions. The emphasis of the literature review was on advertisements and it was identified that color choices made based on preferred schemes would hold more allure for the customers. Such successful color choices would motivate consumers to make a choice towards a purchase and make them more highly involved consumers. On the other hand, the use of color schemes cannot be considered in vacuum, elements such as the culture, the demography and the actual product would also influence the success of the color scheme used.

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