Exciting red and competent blue: the importance of color in marketing

  title={Exciting red and competent blue: the importance of color in marketing},
  author={Lauren I. Labrecque and George R. Milne},
  journal={Journal of the Academy of Marketing Science},
From beverages to consumer electronics, marketers are using color in innovative ways. Despite this, little academic research has investigated the role that color plays in marketing. This paper examines how color affects consumer perceptions through a series of four studies. The authors provide a framework and empirical evidence that draws on research in aesthetics, color psychology, and associative learning to map hues onto brand personality dimensions (Study 1), as well as examine the roles of… 

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