Abstract
This paper develops a conceptual framework that investigates the salience of color in the presence of price, brand name and quality, using two distinct products, and examines the subsequent differences in purchase behaviors and color preferences between Black and Caucasian males and females. A conjoint analysis revealed significant differences in the perceived relative importance among the four attributes, differences were evident for general and product specific color preferences and relationships among past/intended purchase behaviors were established. Implications for future research on an "antecedent color choice model" are introduced.
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Liebman, M.M. (2015). A Conceptual Framework for Examining Color Preference, Importance and Categorization in a Multiattribute Context – A Comparative Approach. In: Hawes, J. (eds) Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17055-8_132
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