title: Influencing factors on color and product-function association.
abstract: The associations of age, sex, and matching types with color and product-function were examined in a real-world product scenario (shampoo) among 128 volunteers (M age = 29.3 yr.; SD = 15.6). A pilot study identified eight popular colors and eight product-functions. The association between color and product-function was explored in the main sample. Responses suggested seven pairings of color/product-functions: Red/Hot oil treatment, Yellow/Bright and shiny hair, Green/Herbal extracts, Blue/Deep cleaning, Purple/Soothing, Black/Antiseptic, and White/Anti-dandruff. Analyses indicated that adult participants required more repetitions for retention, as did memorization with random pairing compared to participant-selected pairings. There were statistically significant correlations of responses to colors and product functions. With known color/product-function associations, manufacturers might promote their products more effectively. It is suggested that the associations might be sex- or culture-specific.
authors: Department of Business Administration, De Lin Institute of Technology, 1, Lane 380, Qingyun Road, Tucheng City, Taipei County 236, Taiwan, ROC. koys1020@ms34.hinet.net
authors: Ya-Hsien
authors: YH
authors: Ko
mesh_terms: D000293:Adolescent; D000328:Adult; D000368:Aged; D001244:Association; D002755:Choice Behavior; D003118:Color Perception; D003625:Data Collection; D005260:Female; D006203:Hair Preparations; D006801:Humans; D008297:Male; D008875:Middle Aged; D019064:Product Packaging; D040241:Social Marketing; D013624:Taiwan; D055815:Young Adult
chemical_list: D006203:Hair Preparations