<abstract xmlns="http://www.w3.org/1999/xhtml"><p> The article examines colour (sight) marketing as one of the element of sensory marketing highlighting the importance of its perception and use in marketing decisions. Theoretical studies reveal that seeking to influence consumer behaviour, colour is used in setting linkages with characteristics of the product, as well as defining product packaging, advertising, point of sale, and brand communication.</p></abstract>

The article examines colour (sight) marketing as one of the element of sensory marketing highlighting the importance of its perception and use in marketing decisions. Theoretical studies reveal that seeking to influence consumer behaviour, colour is used in setting linkages with characteristics of the product, as well as defining product packaging, advertising, point of sale, and brand communication.

The Influence of Color Perception on Marketing Decisions

Management of Organizations: Systematic Research

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"The Influence of Color Perception on Marketing Decisions"}

The article examines colour (sight) marketing as one of the element of sensory marketing highlighting the importance of its perception and use in marketing...

The Influence of Color Perception on Marketing Decisions

Publié en ligne: 01 juil. 2017

Pages: 169 - 184

Reçu: 09 nov. 2016

Accepté: 30 mai 2017

DOI: https://doi.org/10.1515/mosr-2017-0010

Mots clés
sensory marketing, colour perception, colour perception influencing factors, colour perception in marketing decisions

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

The Influence of Color Perception on Marketing Decisions

Publié en ligne: 01 juil. 2017

Pages: 169 - 184

Reçu: 09 nov. 2016

Accepté: 30 mai 2017

DOI: https://doi.org/10.1515/mosr-2017-0010

Mots cléssensory marketing, colour perception, colour perception influencing factors, colour perception in marketing decisions

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Mots clés
sensory marketing, colour perception, colour perception influencing factors, colour perception in marketing decisions