Effects of Package Colors and Product Types on Consumer Behavior
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Abstract
The objectives of this study were to examine the main and interaction effects of package colors (i.e., warm and cool colors) and product types (i.e., hedonic and utilitarian products) on consumer behavior, which consisted of perception of tastiness, perception of healthiness, attitude toward the package, attitude toward the brand, attitude toward the product, and purchase intention. This research was 2 x 2 factorial designed, experimental study. The experiment was conducted with 137 undergraduate students who served as the key participants. The results presented that package colors had main effects on consumer’s attitude toward the package. Moreover, product types had main effects on consumer’s perception of healthiness and attitude toward the product. However, the interaction effects of package colors and product types on consumer behavior were not significantly found.
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References
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