Colour and product choice: a study of gender roles

Abstract

PurposeResearch in to how colour can stimulate interest and subsequently increase the appeal power of products. There has been very little or no research in the colour‐impact domain in Malaysia. Gender has also been presented as an important factor of colour penchant and proclivity. Seeks to understand the influence of colour on consumer choice of automobile as well as the effect of gender differences.Design/methodology/approachA field survey of Malaysia consumers was conducted to understand these influences. A total of 196 consumers randomly selected from a mall intercept exercise responded to the questionnaire.FindingsShows that attitude towards colour, colour attractiveness, normative colour, and colour preferences are significantly associated with product choice. The results also show that gender moderates the impact of colour significance, attitude towards colour, colour attractiveness, and colour preferences on choice.Research limitations/implicationsLimited by the fact that the study was undertaken in one country.Practical implicationsTo help marketers exploit gender differences through use of colour.Originality/valueThere has been little research on colour in marketing in the past. This fills a gap.