One Color Fits All: Product Category Color Norms and (A)typical Package Colors
- Author(s)
- Marion Garaus, Georgios Halkias
- Abstract
Despite the growing amount of research on different aspects of product package design, there is lack of empirical evidence with regard to how package color perceptions may influence consumer preferences. Based on categorization theory, the present paper explores responses to package colors that conform or do not conform to product category color norms. Results of two experiments show that atypical package colors implicate negative consequences to the brand. Findings indicate that perceived package color atypicality increases consumers’ skepticism and, contrary to expectations, decreases interest. These affective reactions negatively influence consumers’ product attitude which subsequently translates into lower purchase intention. The results provide important insights for theory and practice.
- Organisation(s)
- Department of Accounting, Innovation and Strategy
- External organisation(s)
- MODUL University Vienna
- Journal
- Review of Managerial Science
- Volume
- 14
- Pages
- 1077–1099
- No. of pages
- 23
- ISSN
- 1863-6683
- DOI
- https://doi.org/10.1007/s11846-018-0325-9
- Publication date
- 09-2017
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502052 Business administration, 502019 Marketing
- Keywords
- ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Portal url
- https://ucris.univie.ac.at/portal/en/publications/one-color-fits-all-product-category-color-norms-and-atypical-package-colors(3e39cd29-7762-45ce-96d4-0536111e928c).html