Document Type

Student Research Paper

Date

Spring 2020

Academic Department

Business

Faculty Advisor(s)

Dr. Bryan Greenberg

Abstract

Previous research has examined the role that color plays in various contexts. This research has primarily examined three aspects of color: hue (the primary reflected wavelength or the color itself), saturation (the dominance of hue in a color or the pureness of a color), and value (the brightness of the color). The current study seeks to apply the concept of priming to the study of the effects of color. Priming is defined as the psychological technique in which one stimulus influences a person’s response to a subsequent stimulus. In this study, priming is utilized in the form of varying color saturation levels to alter attitudes, purchase intentions, and value perceptions of several brands. An experimental method was designed to test the difference between pretest and posttest responses from participants regarding their attitudes, purchase intentions, and value perceptions of these brands. This method involved a manipulation of color saturation to ascertain the role that priming plays in magnifying or reducing color effects. Ultimately, the results indicated partial support for the study’s three hypotheses, demonstrating to a degree that increased saturation levels can influence brand attitude measures, likelihood to purchase measures, and perceived value measures.

Notes

Business Honors in the Discipline

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