Bussiness ManagementMBAstrategyHuman ResourceMarketingHospitalityE-commerceInternational Tradingproject managementmedia managementLogisticsFinanceAccountingadvertisingLawBusiness LawEducationEconomicsBusiness Reportbusiness planresearch proposal
英语论文题目英语教学英语论文商务英语英语论文格式商务英语翻译广告英语商务英语商务英语教学英语翻译论文英美文学英语语言学文化交流中西方文化差异英语论文范文英语论文开题报告初中英语教学英语论文文献综述英语论文参考文献
ResumeRecommendation LetterMotivation LetterPSapplication letterMBA essayBusiness Letteradmission letter Offer letter
澳大利亚论文英国论文加拿大论文芬兰论文瑞典论文澳洲论文新西兰论文法国论文香港论文挪威论文美国论文泰国论文马来西亚论文台湾论文新加坡论文荷兰论文南非论文西班牙论文爱尔兰论文
小学英语教学初中英语教学英语语法高中英语教学大学英语教学听力口语英语阅读英语词汇学英语素质教育英语教育毕业英语教学法
英语论文开题报告英语毕业论文写作指导英语论文写作笔记handbook英语论文提纲英语论文参考文献英语论文文献综述Research Proposal代写留学论文代写留学作业代写Essay论文英语摘要英语论文任务书英语论文格式专业名词turnitin抄袭检查
temcet听力雅思考试托福考试GMATGRE职称英语理工卫生职称英语综合职称英语职称英语
经贸英语论文题目旅游英语论文题目大学英语论文题目中学英语论文题目小学英语论文题目英语文学论文题目英语教学论文题目英语语言学论文题目委婉语论文题目商务英语论文题目最新英语论文题目英语翻译论文题目英语跨文化论文题目
日本文学日本语言学商务日语日本历史日本经济怎样写日语论文日语论文写作格式日语教学日本社会文化日语开题报告日语论文选题
职称英语理工完形填空历年试题模拟试题补全短文概括大意词汇指导阅读理解例题习题卫生职称英语词汇指导完形填空概括大意历年试题阅读理解补全短文模拟试题例题习题综合职称英语完形填空历年试题模拟试题例题习题词汇指导阅读理解补全短文概括大意
论文作者:www.51lunwen.org论文属性:硕士毕业论文 dissertation登出时间:2014-08-14编辑:felicia点击率:30342
论文字数:15150论文编号:org201408140855573358语种:英语 English地区:中国价格:免费论文
关键词:市场营销包装设计消费者行为颜色选择consumer behaviourcolourpackaging
摘要:本文是一篇市场营销留学论文。产品要想获得市场成功,第一眼引起消费者注意的就是包装设计,特别是包装的颜色选择,包装专业人员熟知消费者的心理需求,才能使这些产品更容易引其消费者的注意。本文简要分析产品包装中色彩选择的重要性。
Wagner, the creator of the Wagner Colour Research Institute, contends that colours are associated with certain images (Lane 1991). For example, blue is associated with wealth, trust, and security; gray is associated with strength, exclusivity, and success; and orange denotes cheapness. These associations may explain why banks are more likely to colour their logos and collateral using blue or gray rather than orange (Seitel 1993). Wagner put his theory into practice with Wienerschnitzel, a hot dog restaurant with 350 locations in the United States. Wagner advised Wienerschnitzel to add a little orange to the colour of its buildings to convey the message that the chain sold inexpensive hot dogs. After the change in colour, Wienerschnitzel reported a 7% increase in sales (Lane 1991).
Colour used in packaging can be equally important in determining a product's desirability. James Mandle, a colour consultant, changed the colour of Ty-D-Bol's toilet bowl cleanser bottle from light blue and green to stark white letters on a dark background. He believed that the original colours were 'too wimpy' (Lane 1991, p. 146) and that the new, bolder colours would connote strength and cleanliness. In an 18month period following the change of colour, sales of Ty-D-Bol jumped 40% (Lane 1991).
4.8) Culture and Colour Preferences
Some studies (Philbrick 1976; Trueman 1979) have assessed the preference of colours across cultural borders. The results have demonstrated that people of different cultures have various preferences for colour. Cultural differences in colour meanings and associations have also been identified. Adams and Osgood (1973) surveyed high school students in 20 countries, asking them to rate seven colours on 12 semantic differential items. In the tradition of Osgood, Suci, and Tannenbaum (1957), Adams and Osgood report results for the dimensions of evaluation, potency, and activity as defined by the 12 items.
Blue was the most highly evaluated colour, followed by green and white. The most potent colours were black and red. Red was the most active colour, whereas black and grey were the most passive colours. Jacobs and colleagues (1991) asked student subjects from four cultures (Japan, People's Republic of China [PRC], South Korea, and United States) to state which one of eight colours was most closely associated with 13 words often used to describe consumer products. The results indicate some similarities and some dissimilarities across cultures. All four cultures associate blue with high quality and red with love. Purple is associated with expensive for subjects from Japan, PRC, and South Korea. In contrast, respondents from the United States associate purple with inexpensive. Black is consistently associated with expensive and powerful across cultures. Although reactions to colour are considered highly individualized, universal colour preferences are thought to exist. For example, blue is the colour most frequently chosen by adults (Grieve 1991). However, exceptions exist. Silver (1988) reports that African American subjects like colours in the red-purple-black range, whereas white subjects prefer blues and greens. Similarly, Wiegersma and Van der Elst (1988) conducted a cross-cultural study and rep本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。