A Study of Interaction among the Color Preference in Different types of Personality and Consuming Styles
| Autor: | Shen, Kuan-Ling, 沈冠伶 |
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| Rok vydání: | 2008 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 This study used color tickets for the people who was more than 18 years old and could consume independently to investigat the differences of color preference between their personality and consumer decision-making style. The research involves an experiment of asking 394 consumers to choose their preferred colors from forty-seven testing colors. It aims to discover how a person’s personality and consumer decision-making style influences his color preference. The results of this research would be presented in an organized way for designers, researchers, teachers and students, and those who work in marketing to use as a reference. The result of the studies are as follows: Ⅰ. General color preference General people prefer the high Value colors like light greenish blue plus, pale red purple and the high Chroma colors like vivid greenish blue, vivid red purple, and the achromatic color like white and black. People dislike low Value and low Chroma colors as dark yellow green and dark red, either dislike the gray tone as medium gray and light grayish red purple. The colors belong to vivid tone and light tone are popular, the colors belong to dark tone and light grashish tone are repugnant. Ⅱ. The characters of a person can influence his color preference The research reveals that a person’s gender, growing area, live in city or countryside these factors will affect their color preference. The Neuroticism and Extraversion personality persons have different color preference. The consumers belong to fashion brand conscious style, impulsive style, or confused by over choice style have different color preference, especially like vivid color. They usually used the collocation of rule with vivid color. Each character’s person often bought some products with white or black. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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